A fierce battle is underway among streaming services, and a new front has emerged: live sports streaming. Netflix, known for its vast collection of on-demand content, is now venturing into this arena with an interesting sport: celebrity golf.
According to a report from The Wall Street Journal, Netflix is currently in preliminary discussions to develop a novel celebrity-driven golf tournament set in Las Vegas. This event aims to feature stars from other sports-related content available on Netflix, such as "Drive To Survive" and "Full Swing." Although talks are still in their early stages, the streaming giant intends to commence the live streaming of the tournament this autumn.
Netflix's entry into live sports streaming places it in direct competition with established players like Apple TV+ and Paramount+, both of which already offer live coverage of major sporting events. Apple TV+ began live streaming Major League Baseball games last year and is rumoured to be on the verge of acquiring rights to live Premier League football matches in the UK. Meanwhile, Paramount+ provides access to live UEFA Champions League football in the US.
Admittedly, celebrity golf may not appear to be the most thrilling sport to mark Netflix's inaugural foray into live sports streaming. However, selecting golf as the starting point is a strategic move for the streaming service, driven by two key factors.
What makes celebrity golf significant?
First and foremost, Apple's decision to leverage the popularity of celebrities could prove instrumental in attracting viewers. Familiar faces in an unfamiliar sporting setting tend to captivate audiences. Yet, the primary reason celebrity golf serves as an astute choice, which is evident as a stepping stone towards a broader live streaming offering, lies in the fact that hosting a golf tournament is less demanding than broadcasting high-stakes football or baseball matches. This allows Netflix to embark on this new venture gradually, gaining experience and fine-tuning its live streaming capabilities before scaling up the audience size and technical complexities involved.
As astutely pointed out by The Verge, "There's a reason that ESPN's first-ever broadcast was a slow-pitch football game, and that Yahoo broadcast a London NFL game in the wee hours of the American morning before trying anything more complicated."
It is important to note that Netflix's previous endeavours in live streaming have faced challenges. The live stream of the "Love Is Blind" reunion earlier this spring was marred by unexpected delays, triggering social media mockery from both Netflix's competitors and even pizza companies. Lou Malnati's Pizza in Chicago playfully tweeted, "Prepping, baking, and serving a deep dish pizza doesn’t even take this long."
Nevertheless, the significance of celebrity golf extends beyond the sport itself and sheds light on Netflix's future live streaming strategy. Since Netflix faces existing streaming services that have secured rights to broadcast major sporting events like Formula 1 and Friday Night Baseball, it may opt to create its own unique events instead of competing head-on. While Netflix could potentially leverage its deep pockets to outbid rivals, a move that could impact streaming prices in the long run, it might also choose a different approach. This could involve showcasing sports stars in live streamed shows set in distinct circumstances, effectively attacking from a flank rather than directly competing in the same events.
As Netflix ventures into live sports streaming, viewers are eager to witness the possibilities it may bring. For those interested in golf-related content, "Full Swing" is still available for streaming on Netflix.
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