Twitter was not the highest bidder, and according to re/Code, paid less than $10M for the package, a minuscule amount compared to other rights deals.This last note is somewhat surprising news, considering the NFL’s history of ignoring all factors aside from money when making large-scale decisions (think: Thursday Night Football, European expansion). But in this deal, the NFL should be commended for choosing a partner that fits its long-term growth strategy better than its short-term pocketbook.
Here’s why:
In order for live-streaming on a digital platform to have any impact in the fragmented media landscape, it needs to create a totally unique viewer experience. If Amazon or Yahoo offer simple re-broadcasts of the games on their websites, what incentive do viewers have to tune into Amazon/Yahoo instead of CBS/NBC?
Source: The Cauldron