Max to provide free live sports streaming for a limited time
In the upcoming weeks, Max appears poised to enter the realm of sports streaming. Warner Bros. Discovery is considering enticing users by providing live sports content at no additional expense for a few months, with the intention of eventually introducing an additional charge for such services.
When WBD unveiled the new-look Max (formerly HBO Max) in April, it said it would unveil plans for live sports at some point this year. The company broadcasts NBA, MLB and NHL games on its linear networks, and according to Bloomberg, it has been working with the leagues to determine whether it has the rights to stream the games as well.
According to the report, Max can offer live sports to subscribers at no extra cost until February-March, before WBD starts requiring users to pony up more money on their behalf. That’s because the March Madness college basketball tournament is one of the biggest sporting events of the year, and WBD may think it can help it get users to pay a premium for live sports on Max.
Live sports is big business for media companies and one of the safest bets. However, broadcast and cable viewership has been declining for years as consumers’ attention shifts elsewhere. Some organizations try to counter this by streaming sports as well.
Disney is reportedly planning to offer a separate ESPN streaming service. Paramount+ and Peacock (both operated by legacy media companies) focus mainly on live sports. YouTube now owns the rights to NFL Sunday Ticket. Offering access to baseball, basketball and hockey games could help WBD get people who may have already ditched cable to sign up for its service, even if they have to pay more than Max’s basic plan to watch live games.
