Up until now in the streaming wars, live sports were something of a tantalizing appetizer. Mouthwatering and exciting, sure, but not the real reason you signed up. It was great that, say, Peacock, NBCUniversal’s streaming offering, was set to stream the Olympics last summer (they were postponed because of COVID-19), but fans were primarily interested in bingeing shows such as 30 Rock and The Office . And Netflix, of course, has been emphatic that it has no plans to stream live sports. Even pure sports streaming apps such as ESPN Plus have largely been sold as “complementary” and “additive” services to their linear siblings. There are a couple of reasons for this: One, viewers—and advertising dollars—still flow to traditional broadcast and cable networks, particularly for spectacles such as the Super Bowl, major college football games, and the NBA playoffs. Two, the rights for the most attractive sports content are still tied up with legacy networks, and for the last several years, at least, there’s been some uncertainty that the economics of streaming premium sporting events makes sense. Into this environment comes Paramount Plus , Viacom’s new entry into the streaming playoffs, which launches March 4 and costs $10 a month. (An ad-supported version is set to launch in June for $5 a month). Paramount Plus is seeking to flip the logic that’s put sports on the streaming sidelines. Rather than selling itself primarily as the home of Nickelodeon kids’ shows and big Hollywood movie franchises such as Mission: Impossible —it has those, too—when Viacom laid out its streaming plans last week, it led with a sports pitch. “Paramount Plus will be the leader in live sports,” CBS Entertainment Group head George Cheeks said bluntly. “Bottom line, everything sports fans love on CBS . . . all of this will be available on Paramount Plus.” That means live soccer: Paramount Plus is the exclusive home of UEFA soccer in the U.S., which includes the Champions League and Europa League, and it will air National Women’s Soccer League matches.
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Why Paramount Plus is betting on sports to get you to subscribe to another streaming service