rael ramone
Well-Known Member
I'm not sure how to answer in regards to differentiating a "regular" product versus a "fully loaded" one for "whales". Bujt the nature of sports broadcasting is that you can't just "get" the games you want from other offerings. If a game you want to watch is being broadcasted by ESPN, then you would need ESPN to see it. Just because OTA channels or other sports channels carry some sports doesn't mean they isn't additional content that you could only get on ESPN.
If you are a hardcore fan of an SEC team, for example, between the football/basketball games on ESPN networks and the SEC Network (owned by Disney), you'd miss out on a lot of your teams' games without having access to ESPN's networks. Now, sure, you might be able to catch a few games on other channels like CBS, but a lot of fans want to see most/all of the games. That's what will drive subscriptions when the time comes.
ESPN owns all of the ACC rights, the bulk of the SEC rights, a good chunk of the Pac-12Big 12/Big Ten rights (though Big Ten rights are coming up again soon). They own a bunch of other conference's games in basketball. They own a number of NBA games, including playoff games. They own MNF. They own the college football playoffs and virtually all the bowl games. They own some significant soccer properties like US national team games and the Euro Cup. They own the British Open and part of the Masters. They own Wimbledon, the US Open and the Australian Open. Some of these games are on ABC, but the vast majority are not. If you want those specific games games, you'll need to get ESPN in some fashion*. That's a lot of programming to leverage to sell to consumers.
We have yet to see what will happen to ESPN in the future. But they definitely have a lot of valuable content. People do pay for sports and advertises pay to be seen with them. Many cord cutters will be glad to never have to be suckered into paying for ESPN because they don't care about sports. But many others will turn to sports broadcasting as the first "add on" they buy for their TV watching because they cannot live without it. There's definitely significant opportunity for ESPN to sell directly to consumers. It may be different tiers or different packages, but they have a lot of flexibility.
*I might be off on some of the broadcast rights. Don't bother to correct me, cause the point is that ESPN owns a lot of different sports' rights.
While ESPN is clearly the little brother when it comes to the NFL (even if they didn't pay twice as much for their inferior rights package), where they have leverage is in College Football (I recall theorizing before that the Mouses most valuable franchise is 'College Gameday').
The question is how much they are able to monetize that, and does it have any chance of making up for the loss of other customers. If only 6% of current customers are even willing to pay a mere $20 a month, it doesn't sound good at all. They need some of those 6% to pay a LOT more than $20. There is still a decent amount of college content on a typical Saturday afternoon (SEC game of the week on CBS, ABC broadcasting the most desirable ESPN games for the local market [though they could spite themselves by pulling the content off ABC], NBC Notre Dame home games, plus a number of games on Fox Sports, Big 10 network, etc...).
They may own the highest potential rents on the Monopoly board, but if they don't get the revenue to build the hotels up and nobody lands on them they could end up just being mortgage fodder when they keep landing on the hotels on the Orange properties.