Sky Sports has been the kingpin of New Zealand’s sports broadcasting industry for several years.
The broadcaster covers a wide range of sports, including rugby, cricket, football and motorsports, so they are the go-to platform for many fans across the country.
The success of Sky’s extensive network is built on the company’s stature in the sector and their ability to secure exclusive broadcasting rights for major sporting events.
Sky’s dominance in New Zealand’s broadcasting sector is underpinned by the subscription television model, which guarantees a steady revenue stream.
They have established a strong foundation as New Zealand’s primary broadcast company, but streaming platforms are threatening to disrupt the balance.
The Rise of Streaming Platforms
Streaming platforms have gained a significant foothold in New Zealand’s broadcast sector, attracting viewers with more flexibility, accessibility and affordability than the conventional TV.
This development aligns with a global trend where users prefer to watch their favourite sports at their convenience. This has been made possible by the advent of smartphones and the increasing quality of internet services, which plays into the hands of streaming platforms.
Streaming platforms have become increasingly influential in New Zealand, and several deals highlight their growing presence in the sports broadcasting market.
For example, global sports streaming powerhouse DAZN has made considerable inroads into the New Zealand market by acquiring exclusive broadcasting rights to UEFA’s club competitions.
DAZN has secured a deal that will run from 2024/25 to 2026/27. This deal ensures the broadcast company brings Kiwi sports fans the best of continental football.
They will broadcast games from the UEFA Champions League, UEFA Europa League, UEFA Europa Conference League, UEFA Super Cup and UEFA Youth League.
Fans in New Zealand will be able to enjoy an exciting line-up of top-tier football from UEFA’s competitions live, on demand and at their own convenience.
DAZN’s deal with UEFA further highlights how streaming platforms are becoming more influential as they increasingly win bids for high-profile sports content previously dominated by traditional broadcasters.
The Champions League is considered the world’s most prestigious club football tournament, so DAZN’s broadcast deal not only increases their presence in the market but also highlights how much fans prefer to consume their favourite sports online.
From a sports betting perspective, DAZN’s live coverage of UEFA matches will directly impact gambling activity in New Zealand.
Football is one of the major sports that Kiwi fans love to bet on and platforms such as those listed on Bettingtop10.co.nz offer live broadcasts, provide real-time engagement and allow punters to place wagers while watching the game unfold.
Several streaming platforms now incorporate betting features to offer viewers a chance to tweak their bets while watching the game. It is a trend that is replicated globally.
Meanwhile, Amazon has also secured Major League Cricket (MLC) broadcast rights in Australia and New Zealand, which is a further example of the increasing influence of streaming platforms.
The deal gives Amazon the right to broadcast all 25 games from the 2024 MLC season in Australia and New Zealand. They will also cover the US-based Twenty20 competition at no additional cost to Prime or Prime Video members in both countries.
For New Zealand, this marks the first live sports event included in a Prime Video membership, which emphasises the platform’s increasing significance in the country’s sports broadcasting sector.
Traditional Broadcasters Still Going Strong
While streaming platforms have entered the sector with bullish force, traditional broadcasters remain powerful players, especially in sports with loyal followers in New Zealand.
Established networks have maintained their status in the sector by securing long-term broadcasting rights for key sports events, leveraging their extensive infrastructure and brand loyalty.
Sky TV remains the dominant operator in New Zealand, maintaining their position as the cornerstone of the country’s sports broadcasting sector.
Their recent deal with the International Cricket Council (ICC) further enhances their presence in the market, giving them rights to broadcast major events such as the ICC Cricket World Cup and the T20 World Cup.
Cricket holds a special place in the hearts of many New Zealanders, and Sky’s comprehensive coverage of both domestic and international cricket ensures it remains a go-to destination for cricket fans.
Sky’s extensive reach and ability to offer high-definition broadcasts and expert commentary provide a viewing experience that streaming platforms cannot compete with.
That hands traditional broadcasting a special leverage as they get to keep their considerable portion of the sports audience.
The partnership between Sky and the ICC also ensures that international cricket is accessible to a broad audience, preserving the sport’s popularity in New Zealand.
The rise of streaming platforms cannot be ignored but Sky’s popularity in the New Zealand broadcast sector suggest traditional broadcasters are still appreciated within the country.
