The next big thing in almost any market is reliably hailed “the Netflix” of whatever sector is being disrupted by its new distribution model. This month alone, Texture is “the Netflix of magazines”, Forbes is following the billion-dollar race to become “the Netflix of China” and the WSJ says “the Netflix of music” won’t be Spotify. But one market attracts the moniker far more frequently than any other: sport.
Ignoring the fact that the company apparently least interested in becoming “the Netflix of sport” is Netflix itself, the prevalence of this piece of digital shorthand highlights the level of anticipation that exists among rights-holders, broadcasters, technology providers and brands over the possibilities to which new online distribution platforms can open the market. The race is on to go Over The Top.
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