• Loading stock data...
Friday, April 25, 2025

Short-Form Video Rights Could Be Worth More Than Live Rights by 2030

  • The change in the live rights market is driven by generational change, according to a new report from Delaware North.
  • The reports predicts there will be a $68 trillion transfer of wealth between generations within 10 years.
Thomas B. Shea-USA TODAY Sports

As younger generations continue to gain disposable income, their viewing habits of live sports content will drive a revolution in the rights market, according to a new report.

The Future of Recreation, Travel, and Hospitality (FORTH) report — the fifth in Delaware North’s Future Of series — predicts that the value of short-form video content will overtake the live-rights market by 2030.

In other words, in eight years time, it could be more expensive to buy the rights for short-form video content — such as social media clips — than it will be to buy the rights to the live broadcasts of the events themselves.

“Only a small percentage of Gen Z — and an even smaller proportion of Gen Alpha — will watch a three-hour live sporting event, preferring video highlights on YouTube, TikTok and other outlets, usually curated by social media stars,” the report states.

As such, decision-makers in the industry will have to begin valuing ownership of these “bite-sized elements” over that of live content.

The next generation of decision-makers is millennials, who aren’t Gen Z or Alpha, but are closer in age and viewing habits to them than baby boomers or Generation X are. Millennials will also be in charge of the money, per the report.

“Over the next 10 years, our researchers reckon that there’s going to be a $68 trillion transfer of wealth between those generations,” Delaware North CMO Todd Merry told Front Office Sports. “Millennials would be five times wealthier by 2030.”

These predictions are already beginning to manifest themselves: Excluding the last two pandemic-affected series, the first game of the 2022 NBA Finals was the least-watched Game 1 broadcast in 15 years.

However, the transition won’t be instantaneous and it’s likely that the live-rights market will be able to salvage itself by latching on to the short-form rights.

“It’s a complex issue, because you might have to buy the live rights to own the short form rights,” says Merry. “So they are gonna be linked, I think, for a long while.”

The Future Of series of reports has a history of robust predictions: The first two editions in 2015 and 2016 — focused on sports — correctly predicted the rise of esports, legalized sports betting in the United States, and a pronounced move to live streaming.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Apr 20, 2025; Cleveland, Ohio, USA; Cleveland Cavaliers forward Evan Mobley (4) celebrates his three-point basket in the first quarter against the Miami Heat at Rocket Arena.

Evan Mobley’s DPOY Win Adds $45 Million to Contract

Mobley’s contract extension got more expensive with his DPOY win.

ESPN Nears Draft Rights Extension Amid NFL-Disney Talks

The league has not signed its next NFL Draft media-rights deals.

Logan Ryan on Tom Brady Broadcast Pivot: ‘Never Been Done’

Brady drew mixed reviews in his first season on Fox.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.

Comcast Leans On Sports As Revenue Slides and Cord-Cutting Grows

NBC Sports’ rights portfolio remains a company bedrock.
Multiple streaming services appear on a Roku TV.
April 23, 2025

Roku’s New Plan to Relieve Streaming Headaches

The streaming company introduces new tools to direct fans to games.
FuboTV signage
April 23, 2025

Disney’s Fubo Takeover Now Faces DOJ Antitrust Review

The deal struck by the ESPN parent company could be in jeopardy.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
Apr 20, 2025; Boston, Massachusetts, USA; Boston Celtics forward Jayson Tatum (0) during the first half against the Orlando Magic at TD Garden.
April 22, 2025

NBA Playoffs Deliver Most-Watched Opening Weekend in 25 Years

It was the most-watched opening weekend on ESPN platforms.
Shannon Sharpe
April 21, 2025

Shannon Sharpe Accused of Rape in Civil Lawsuit

The case was filed by an anonymous woman in Nevada.
Netflix
April 17, 2025

Netflix Rises While Markets Slide—Thanks in Part to Live Sports

The streaming giant beats financial expectations as its sports presence grows.
Lee Corso
April 17, 2025

Lee Corso Will Retire From ESPN at 90

The broadcaster is hanging up his headgear in August.