Commonwealth Games Shifts to Pay-TV: A Sign of Things to Come for Sports Broadcasting?
The recent decision by Commonwealth Sport to award exclusive UK broadcast rights for the 2026 Glasgow Games to TNT Sports (owned by Warner Bros. Discovery) marks a pivotal moment. For the first time in the event’s history, a significant portion of the action will be locked behind a paywall. While the BBC made a bid, it couldn’t match WBD’s financial offer. This isn’t just about one Games; it signals a broader trend reshaping the sports broadcasting landscape.
The Rise of Streaming and the Fragmentation of Sports Rights
For decades, free-to-air (FTA) broadcasters like the BBC held a dominant position in sports coverage. However, the explosion of streaming services has fundamentally altered the equation. Platforms like HBO Max (soon to be Max in the UK), DAZN, and ESPN+ are willing – and able – to pay premium prices for exclusive rights. This is driving up the cost of sports broadcasting, making it increasingly difficult for traditional broadcasters to compete.
The Commonwealth Games deal exemplifies this. WBD’s deep pockets allowed them to outbid the BBC, prioritizing revenue over the wider public access traditionally associated with the Games. This mirrors similar trends seen in other sports. Amazon Prime Video, for example, now holds exclusive rights to certain Premier League football matches in the UK, and Peacock in the US streams select Premier League games and exclusive content.
Did you know? The global sports streaming market is projected to reach $82.5 billion by 2028, growing at a CAGR of 18.8% from 2021, according to a report by Grand View Research.
The FTA Safety Net: Protected Events and Hybrid Models
Despite the shift towards pay-TV, the story isn’t entirely one of exclusion. The Commonwealth Games is designated a ‘Category B’ listed event under UK law, meaning highlights must be made available on FTA channels. This ensures some level of public access, even with the primary coverage on TNT Sports. This highlights the ongoing tension between maximizing revenue and maintaining public service obligations.
We’re likely to see more “hybrid” models emerge. Broadcasters may secure exclusive live rights but agree to share highlights packages or specific events with FTA partners. This allows them to cater to both paying subscribers and a broader audience. The NFL’s strategy in the UK, partnering with both Sky Sports (pay-TV) and the BBC (FTA) for different aspects of coverage, is a prime example.
What Does This Mean for Fans?
The increasing fragmentation of sports rights inevitably means fans will need to subscribe to multiple streaming services to follow their favorite sports. This can be costly and inconvenient. The average UK household now spends over £50 per month on streaming subscriptions, according to Ofcom data. This “subscription fatigue” is a growing concern for both consumers and broadcasters.
However, streaming services often offer benefits that traditional TV can’t match, such as on-demand viewing, personalized recommendations, and interactive features. WBD’s promise of “comprehensive, immersive and accessible” coverage, with every sport and athlete available on their streaming platforms, suggests a richer viewing experience for those willing to pay.
The Future of the Commonwealth Games and Beyond
Commonwealth Sport’s decision reflects a broader strategy to secure the future of the Games. The financial boost from WBD is crucial, especially after recent challenges with host city withdrawals. The successful awarding of the 2030 Games to India, and strong interest for 2034, further demonstrates a renewed sense of optimism.
This trend will likely extend to other multi-sport events and individual sports. Rights holders are increasingly prioritizing revenue, and streaming services are eager to acquire premium content. Expect to see more exclusive deals, more fragmentation, and more pressure on traditional broadcasters to adapt.
Pro Tip:
To stay on top of the changing sports broadcasting landscape, utilize sports media rights trackers like the one offered by Sportspro (https://www.sportspro.com/features/insights/sportspro-media-rights-tracker/) to understand which platforms hold the rights to your favorite sports in your region.
FAQ
Q: Will I still be able to watch highlights of the Commonwealth Games for free?
A: Yes, due to the event being listed on the UK government’s protected events list, highlights will be available on FTA channels, likely the BBC.
Q: How much will it cost to watch the full Commonwealth Games coverage?
A: The cost will depend on your subscription to TNT Sports and HBO Max. Pricing details are available on the TNT Sports website.
Q: Is this trend towards pay-TV bad for sports fans?
A: It’s complex. While it can be more expensive, streaming services often offer a more comprehensive and interactive viewing experience.
Q: What other sports are moving to streaming platforms?
A: Many, including Premier League football (Amazon Prime Video, Peacock), NFL (various platforms), and Formula 1 (F1 TV).
What are your thoughts on the future of sports broadcasting? Share your opinions in the comments below!
