• Loading stock data...
Wednesday, June 25, 2025

NBA TV Streaming Service Faces Stiff Competition Outside of Sports

  • NBA TV will combine the best of both NBA TV linear programming and NBA League Pass for fans.
  • The league’s defined audience will limit the number of subscribers that will sign up, but should help NBA TV stand out in the market, experts say.
nba houston rockets New orleans pelicans
Photo Credit: Derick E. Hingle-USA TODAY Sports

The NBA’s new direct-to-consumer service, NBA TV, was created with the sole purpose of providing fans with another choice in how they watch basketball, according to the league. Yet the offering does drop the NBA right into the highly-competitive streaming wars.

In addition to mainstay offerings from Netflix, Hulu, and Amazon Prime Video, new platforms – including Disney+ and the soon-to-launch HBO MAX – add to the competition NBA TV will face for consumer dollars outside of the sports industry.

The saving grace for NBA TV in the saturated digital streaming market may be its niche target audience: the hardcore NBA fan.

“We see a terrific opportunity to engage fans with the NBA TV direct-to-consumer product, which offers unique, around-the-clock access to premium NBA games, original programming, and an extensive list of on-demand video content with advanced viewing options,” said Chris Benyarko, NBA vice president, direct to consumer, in an email.

Launched by NBA Digital, a jointly-managed venture by the NBA and Turner Sports, NBA TV is now available to customers for $6.99 per month or $59.99 annually. The NBA’s move to expand NBA TV into a direct-to-consumer product is also a decision other major sports leagues may mimic in the future, according to Alex Evans, managing director of L.E.K. Consulting and leader of the firm’s sports practice.

“This speaks to the reality of sports media and paid TV today,” said Evans. “There’s a whole range of people who have cut the cord or never had it. Traditionally-distributed services like NBA TV won’t be able to reach them.”

The NBA skews younger in viewing audience and is most affected by millennial and Gen Z consumers creating a-la-carte entertainment packages from the breadth of services available, Evans said.

Its defined target audience will undoubtedly limit the number of subscribers the league can sign up, but should help the NBA differentiate itself enough to stand out in the market. The perfect comparison of what NBA.TV could become is the WWE Network, launched in 2014.

“WWE Network has been successful, and caters to a well-defined audience,” said Evans. “You’d imagine that same audience also has Prime and Netflix, but WWE to them is must-have content.”

READ MORE: NWHL Gets Assist From New Twitch Deal

The launch of NBA.TV is unlikely to have any real impact on NBA League Pass – the NBA’s out-of-market cable offering. League Pass – which is similar to other pro league offerings like NHL Center Ice, MLB Extra Innings, and NFL Sunday Ticket – focuses on broadcast live-game content.

NBA TV will instead combine the best of both NBA TV linear programming and League Pass for fans. This may ruffle a few feathers with cable providers, but Evans doubts it will be the lone reason consumers cut the cord.

“It’s one more straw on the camel’s back,” he said. “Hard to imagine people canceling their cable subscription because all their needs have been met by NBA TV digital.”

READ MORE: New Season, New Look For Many NBA Franchises

Benyarko said that traditional cable, satellite, and digital providers will be able to offer their subscribers the opportunity to view some of the new NBA TV streaming service features via the NBA’s website and mobile app.

The NBA declined to share revenue expectations for the new venture.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Timberwolves’ 4-Year Ownership Saga Ends As A-Rod, Lore Take Over

The unanimous approval brought a clean end to a long-disputed transaction.
Mar 11, 2025; New Orleans, Louisiana, USA; New Orleans Pelicans guard CJ McCollum (3) reacts after a three-point basket against the Los Angeles Clippers during the fourth quarter at Smoothie King Center.

Wizards Acquire CJ McCollum to Set Up $100M in 2026 Cap Space

About $110 million will come off the Wizards’ books next year.

NBA’s French Revolution Set to Continue With 2025 Draft

Four French players are expected to be drafted Wednesday.
May 12, 2025; New York, New York, USA; Boston Celtics guard Jrue Holiday (4) dribbles in front of New York Knicks forward Mikal Bridges (25) in the second half during game four of the second round for the 2025 NBA Playoffs at Madison Square Garden.

Celtics Trade Jrue Holiday Back to Portland As Salary Slashing Begins

Holiday helped the Celtics win the 2024 NBA Finals against the Mavericks.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
FIFA

Saudis Awarded 2034 World Cup in Uncontested Vote

Saudi Arabia was the only option after Australia decided not to bid.
May 20, 2024

Top Sports Business Jobs This Week (May 2024)

Each week, our staff combs through the thousands of job listings from…
The stands at the Solheim Cup
September 13, 2024

LPGA Apologizes for Solheim Cup Fan Bus Debacle That Left Stands Half-Empty

The USA-Europe women’s team golf event teed off Friday morning.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
Nintendo-logo
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.