The Football League has announced its plans to live stream every EFL match during the Qatar World Cup this winter
EFL clubs have voted, after convening at the league's AGM, that all Football League matches taking place during the upcoming 2022 World Cup will be shown via live streaming on its dedicated platform, iFollow. This will include matches taking place on Saturdays at 3pm, breaking the so-called "3pm blackout".
On top of that, iFollow will also air coverage of matches taking place on Boxing Day, New Years and Easter next season. The majority of the clubs from the three tiers of the EFL have agreed to make all games taking place on bank holidays, during international breaks, midweek fixtures of any kind, and even Papa John's Trophy games, available to view on iFollow.
This won't be the first time that the 3pm blackout has been broken, as it was famously suspended during the height of the coronavirus pandemic when stadiums were closed up and down the country, in order to help clubs generate some revenue.
There is a growing sentiment within the league which suggests that the 3pm blackout could be completely abolished by 2024-25 with more and more club representatives coming around to the idea.
In general, the broadcasting and live streaming of EFL games during the Saturday 3pm window will remain prohibited next season, apart from those aforementioned exceptions. However, there is an increasing belief that this may change in 2024-25 when the league's current TV rights deal with Sky Sports comes to an end.
Despite the iFollow streaming platform seeming to represent the model of the future for EFL clubs, it is not universally appreciated. Revenues from iFollow, on which fans pay for passes to watch their club's matches via live stream, were crucial to the survival of several clubs during the pandemic, but not everyone is happy with the way the proceeds are dished out.
Andy Holt, chairman of Accrington Stanley said, in an open letter to the EFL:
“I want to place on record that I support streaming as a collective. If the proceeds were split equally as the collective TV deal is or, as with physical match day tickets, the home club got the income, my club would happily participate."
“Currently the EFL is taking away match day income and taking away our streams against our wishes and allowing others to sell them on for their private gain. I do not know how anyone at the EFL can argue this is right or just.”
Despite the concerns of Holt and several others within the EFL pyramid, the move towards live streaming is gathering pace. With the league's current broadcasting deal almost up, we might see the league move ever closer to this model sooner rather than later.
The main concern for some chairmen is that offering up matches via live stream, in some case compulsorily, drives fans away from attending games in person, starving the clubs of critical matchday revenue. Some also argue that the revenues generated from iFollow don't outweigh that deficit, because they are not spread evenly among the clubs, with Holt being one to suggest a bias towards bigger clubs in the redistribution of earnings.
It is difficult to know at this time to what extent the live streaming of matches does reduce matchday attendances, but it is a noteworthy concern among some members of the EFL. On the other hand, some clubs believe that the streaming model is the best way to boost and sustain incomes.
The situation is fluid and could change dramatically in the coming years, but for now, fans can look forward to watching their favourite EFL clubs during the 2022 World Cup this winter.
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