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The NBA’s Last Dance with Cable Is Here
April 24, 2025 | Edition #11
Hey there!
The old model of sports broadcasting is on its way out. The NBA is moving into a streaming-first future with the $76B media rights deal set to kick off next year. Whereas, in MLB, the Yankees have already built it. So, in this edition, we explore how leagues and teams are rewriting the playbook on media, and what that means for brands and fans alike.
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Today’s TLDR:
🏀 Why the NBA is pivoting towards streaming
⚾️ Yankees’ YES Network is a learning lesson for us all
📖 The stories shaping the industry (and the lessons we learned this week)
Let’s dive in. 🚀
302 | Luka Doncic's fandom at EssentiallySports has skyrocketed by 302% following his blockbuster trade from the Mavericks to the Lakers. |
While the action on the court is heating up the NBA Playoffs, a different kind of drama is unfolding behind the scenes — one that could reshape how the league reaches its fans for years to come. This will be the last post-season with traditional broadcasters, with a decisive shift towards streaming from next season. Here is what the media landscape will look like next year:
ESPN and ABC will pay $2.6 billion to the NBA.
NBCU will shell out $2.5 billion/annum to make a return after 2002.
Amazon Prime agreed to cough up $1.8B a year.
Overall, the $76B 11-year agreement is a 160% increase from the current media rights deal that the NBA has. It’s only par for the course given the NFL’s transition to Prime Video and Netflix. Research shows that, among the big three leagues:
81% of NFL fans prefer to stream live games.
57% of NBA fans pick streaming over a TV broadcast.
40% of the MLB audience is more inclined to streaming.
The Chiefs-Steelers game on Netflix ranked in the weekly top 10 in 72 countries, including Canada, the United Kingdom, and Germany, drawing a whopping 30 million viewers. People from 218 countries and territories tuned in to watch at least one of the doubleheaders.
It’s a reach-play for leagues now.
By partnering with streaming giants, the NBA can reach a global audience without inking separate deals for each country or continent. And as the data shows, it was about time Adam Silver took the call.
At least one in every three NBA fans in the USA is below 35 years old.
52% of Internet adults consume NBA matches, in China, one of the largest global markets for the NBA.
75% of NBA viewers come from outside the United States, said Deputy Commissioner Mark Tatum.
Data from EssentiallySports also shows the significant interest the young generation has in the NBA.
So, with streaming coming into the picture, the NBA can draw in a global audience and at the same time target the growing young audience. It marks a watershed moment: the NBA’s first major leap into the Connected TV era. Which means brands will have more leverage.
The Streaming Era Is Here, and Brands Need to Rethink Courtside Marketing
Connected TV (CTV) refers to any television set that can connect to the internet and stream content. It offers brands more flexibility and a greater scope for personalization, along with a diverse range of audiences.
The power of CTV is evident as even traditional broadcasters like NBC have entered the space with Peacock, ESPN with ESPN+, etc. For brands, the opportunity has presented itself. They only need to capitalize on it:
Advertisers can target a specific demographic, based on age, gender, or region, to run personalized campaigns at a specific time.
Clickable banners, pop-ups, and video overlays allow audiences to interact with the ads and learn more about a deal.
Brands can track and analyze the performance of the ads–impressions, click-through-rates, completion rate—and modify the campaigns.
We’re witnessing the biggest power shift in sports media since the dawn of cable. This NBA postseason marks the end of an era — and the start of a streaming-first future. But it’s not just the leagues making bold moves. Teams like the Yankees, through the YES Network and other DTC strategies, are building their own media empires.
For brands, this fragmentation isn’t a problem — it’s an opportunity. Connected TV and streaming platforms open the door to immersive brand storytelling, real-time engagement, and shoppable experiences that meet fans wherever they are. As the media ecosystem expands, the brands that win will be those that bring value to the fan journey, not just interrupt it.
For example, an audio brand can leverage the connection between Hip Hop and the NBA to run targeted ads for the young basketball fans. They can integrate that with social media as well for a 360° marketing campaign. So, brands need to think beyond sponsorships inside the court and transition to second screens, social feeds, and global streaming audiences.
But for the NBA, it comes with an obvious risk–alienating a traditional fan base. Adam Silver’s challenge: migrate the league to streaming without losing cable-first loyalists along the way. So, the 2025-26 season could be remembered less for a championship and more for the moment, sports broadcasting was permanently reshaped.
Will Streaming Help the NBA Revive Its Lost Viewership Worldwide? |
One of the biggest shifts in sports media over the past decade? Teams and athletes are taking control of their own narratives. From player podcasts to behind-the-scenes content, everyone wants a direct line to the fan. And one franchise has been ahead of this curve for more than two decades.
The New York Yankees.
When they launched the YES Network (Yankees Entertainment and Sports) in 2002, many questioned the need. Fast forward to 2025, and YES is a major revenue driver and media powerhouse.
YES Network has been the most-watched Regional Sports Network 18 times in the last 21 years.
In 2023, the Yankees earned $143M from the network, 20% of their gross revenue.
Fans have already streamed over 152 million minutes of Yankees games this season.
Now valued at $8B (CNBC), the Yankees aren’t just MLB’s most valuable team—they’re one of its most forward-looking franchises. They have one of the largest fan bases for any MLB team, as our internal data also shows their popularity extends beyond New York.
Their Direct-to-Consumer (D2C) YES App offers post-game shows, original content, and exclusive features. It helps the franchise bypass cord-cutting while giving advertisers more precision and control.
And sports remain the #1 reason younger audiences subscribe to streaming services. A Deloitte study shows live sports top the list on SVOD platforms. Meanwhile, streaming revenue is projected to grow at a 6.9% CAGR through 2029, with 1.7B global users by then.
YES Network taps directly into this. Alongside Yankees coverage, it streams content for the Nets and Liberty, positioning YES as a multi-sport digital platform in a time when legacy RSNs like Bally are collapsing under $8B in debt.
Owning the network gives the Yankees an edge: while most teams rely on league broadcast deals, YES lets them control the experience. The results?
155% YoY growth in minutes streamed during the 2024 season.
71% YoY increase in time spent by viewers.
78% higher average watch time per user per game in the first 25 games.
Back in 2002, YES was a bold move. Today, it’s a blueprint. As Bally files for bankruptcy and local TV declines, other teams are following the Yankees’ lead.
In 2023, the Cubs launched D2C through Marquee Sports Network. The Texas Rangers recently introduced their own RSN, the Rangers Sports Network. But the Yankees were first—and now, as the line between team, content creator, and media company continues to blur, they’re not chasing the future.
They’re defining it.
The 2024-25 NBA Business Report shows $893.8M in sponsorship revenue, but most of it flows to big-market giants like the Lakers, Knicks, and Celtics. Three teams, two of which are from small markets, don’t have jersey patch sponsors. The Knicks earn $175M in gate receipts, while the Timberwolves pull in just $57M. A Bibigo-Lakers patch deal is worth $100M, ten times more than OKC’s. Merchandise sale tells the same story—Bronny James’ jersey alone earned $50M. For small-market teams like the Bucks and Spurs, they bank on their most engaging fan bases. With smart policies and digital reach, underdogs can play above their market size.
The Chicago Bears are shaking things up at Soldier Field… with reusable cups. Teaming up with Keurig Dr Pepper, they’ve launched the NFL’s first program like this to tackle the mountain of waste from single-use cups. But it’s not just about going green. These cups double as a smart branding move. Instead of a quick ad during the game, sponsors get their logo seen all season long—literally in fans’ hands. Plus, the cups help collect data on fan behavior, opening doors for better experiences and personalized perks. It’s sustainability with a side of strategy. Fans win, brands win, and the planet wins too. This might just be the future of stadium experiences—and other teams are definitely watching.
Donald Trump’s tariff will hit sports hard. And sports fans, harder. With over 61% of U.S. sports goods imported from China and 97% of apparel sourced globally, the tariff policies are causing a headache. Prices of jerseys, golf clubs, and hockey gear are expected to rise by up, threatening accessibility and participation. Major brands like Nike, Adidas, and Callaway are grappling with shrinking profit margins as global supply chains reel. Even leagues like the NBA and NHL brace for a dip in merchandise sales and franchise valuations. In golf alone, drivers could double in price, while apparel brands may be forced to pass on steep costs. As tariffs mount, fans may find the cost of supporting their favorite teams too steep to pay.
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