By Brad Hubbard | @bradhubbard
Twitter beat out Amazon and Verizon among others for the right to stream 10 Thursday Night Football games this fall. It comes as a surprise to many but in the end it may be the right move by both the NFL and Twitter.
The deal is interesting for many reasons, one of which is how is Twitter going to pull this off? MLB Advanced Media President and CEO Bob Bowman was at the Code/Media conference a few months talking about how much of a technological challenge it would be to pull off weekly streams of an NFL game. Possible yes but dicey at best.
Maybe the fact that Twitter is primarily a mobile application means that the video will be limited in Mbps and screen size. The games will after all be available via traditional broadcasters (CBS and NBC respectfully) so you would logically think that these live streams would not see the same usage as say a game that was only live streamed and not on TV.
The second interesting fact is that it only cost Twitter $10 million or a million dollars a game. Last year Yahoo paid almost $20 million for the Buffalo Bills vs Jacksonville Jaguars. Granted Yahoo was the only place you could see the game and had control over the advertising which is probably why the rights cost them more. Twitter is getting none of that.
One more reason why this deal probably got done, Twitter’s CFO Anthony Noto was once the CFO of the NFL. You can’t say that that didn’t play a part.
When you think about it, this deal seems to help both parties. It shows that the NFL is serious about cord-cutting because you don’t have to be a Twitter user to watch the game (which makes sense since you don’t have to have a cable or satellite subscription to get NBC or CBS). It also helps Twitter who has hard a hard time of it lately with flat user numbers and a lack of advertisers.
No doubt that there will be a lot of eyes on Twitter come the fall when they begin streaming games. Will the quality of the stream be there? How much strain will be put on mobile carriers and CDN’s? Interesting questions indeed. Almost more interesting than some of the games will be.