This week, ESPN is launching its standalone streaming service for $29.99 a month, a direct-to-consumer pivot that confronts the steady collapse of the cable television model. To power its direct-to-consumer future, ESPN chairman Jimmy Pitaro has spent an estimated $80 billion building an arsenal of sports rights, including the Super Bowl and the NBA Finals, as per reporting from The Athletic. The move marks a definitive answer to years of cord-cutting and represents a fundamental reshaping of the sports media giant's business.
The shrinking kingdom: The launch is a direct response to a media landscape in turmoil. The traditional cable package, a model that once seemed invincible by piping ESPN into 100 million homes, now reaches just over 61 million, according to The Athletic. With a generation of viewers fleeing to on-demand streaming, ESPN was forced to build a new lifeboat.
A content fortress: To keep subscribers engaged year-round, the company is adding programming like WWE's major live events to fill gaps in the schedule and offering bundles with partners like Fox to broaden its reach.
Don't spook the cash cow: The launch requires walking a financial tightrope, as according to figures from The Athletic, the company still earns roughly a billion dollars a month from its remaining pay-TV partners. To soften the blow and avoid cannibalizing that revenue overnight, ESPN is giving existing cable and satellite subscribers free authenticated access to the new app, framing it as an added perk for sticking with their traditional TV package.
This launch is just the start of what ESPN chairman Jimmy Pitaro calls a "marathon, not a sprint." The app will roll out with significant features, but the company promises a "steady drumbeat" of improvements as it builds out its new digital home.
More of what Pitaro had to say, according to reporting from The Athletic:
"We thought it was the right thing to do for the sports fan because the trends were not slowing down. If anything, they were accelerating."
"I think it is fair to say that we have the deepest and best rights portfolio that we have ever had at ESPN, and I believe it is the best in the industry."
"We decided to pursue a 'crawl, walk, run' strategy for ESPN in the direct-to-consumer world."
