The NFL has picked Twitter to stream its Thursday night games.
When the league negotiated its latest deal for the Thursday package, it decided to sell the streaming rights separately for an "over the top" broadcast. This past season, it partnered with Yahoo to stream a game from London that took place on a Sunday morning in the United States.
Only the 10 Thursday night games on CBS and NBC will be streamed through Twitter under a one-year agreement, the NFL announced Tuesday. They will be free worldwide on all devices through the Twitter platform. Viewers will not need to be registered Twitter users. The NFL Network-only Thursday games are not part of the deal.
The league wants to experiment with digital broadcasts to see how they might fit into future strategies. In the meantime, this also offers a new revenue source with digital companies eager to get involved in live sports.
Twitter is paying more than $10 million along with providing promotional opportunities as part of the deal, according to a person familiar with the agreement. The person spoke on condition of anonymity because the companies are not releasing the financial details.
CBS and NBC are paying $45 million per game for the Thursday night package. The networks also own the rights to stream their games in the U.S. through their websites and apps. For NBC telecasts, viewers must subscribe to a cable or satellite provider and log in to "authenticate," as is the case for "Sunday Night Football." CBS has yet to announce its plans for its games.
So far, the audience for NFL streams has been significantly smaller than that for traditional TV.
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