Hey ESPN, Netflix is coming for you!
“ESPN” has been synonymous with “sports” for decades. Their dominance over the sports-television market truly began once they secured a contract with the NFL in 1987 for Sunday Night Football. That’s seven years after the network, now owned by Disney, was the first to ever televise the NFL draft, something they still lead the charge on today. It’s fitting, though arguably inappropriate, that ESPN now runs NFL Media in exchange for a 10% stake in the network.
That very relationship, however, is a large part of the reason ESPN has lost credibility amongst viewers in recent months. Many, myself included, don’t think the network can fairly report on a league it has a vested interest in. Charging more than $30 a month for their standalone streaming service hasn’t helped matters either. Their streaming rival, Netflix, who is also criticized for their increasing subscription fee ($9-$27 a month), might be the new David to their Goliath, as they’re already nipping on ESPN’s heels in the sports entertainment world. Here’s why.
–Already a Sports Town–
Netflix has already expanded their sports footprint as they’ve steadily increased the amount of original and licensed content over the last 10 years. In 2016 Netflix launched Last Chance U - a series that followed the lives of football players at lesser known Junior Colleges (East Mississippi Community, Independence Community College and Laney). The show was a hit, particularly in the sports community - and therefore was often discussed on ESPN’s Sports Center and First Take, among other programs.
Netflix also had a hit on their hands with Killer Inside: The Mind of Aaron Hernandez, covering the dark true story of the former Patriots Tight End (Now deceased). After those hits, Netflix invested in a multitude of sports content. From Peyton Manning’s Quarterback/Receiver series, the Untold Docuseries, to an Aaron Rodgers Documentary (That I’ll never watch), Netflix has made their commitment to sports content clear.
Beyond the various docuseries, Netflix also acquired video streaming rights and/or produced hit sports shows like Barstool’s Pardon My Take, The Bill Simmons Podcast, Spittin’ Chiclets, and The White House (Hosted by Michael Irvin).
And all of that wouldn’t or shouldn’t concern ESPN as they could work in conjunction with one another. Netflix has several ESPN programs they both benefit from, like The Last Dance, 30 for 30, and others that are available from both providers.
Here’s where ESPN should be concerned, however. On top of sports docuseries and talk shows, Netflix is taking live sporting events too.
In 2024 Netflix had 3 live sporting events.
Jake Paul vs Mike Tyson
Chiefs vs Steelers (Christmas Day)
Ravens vs Texans (Christmas Day)
In 2025 Netflix had 52 live WWE Raw shows (Not a real sport, but since ESPN also broadcasts WWE, it’s relevant). They also had 2 NFL Games on Christmas.
By December 31st, 2026, Netflix will have aired 52 WWE Raw shows, MLB Opening Day Game, MLB Home Run Derby, and 5 NFL Games in the year. The Home Run Derby is particularly interesting because it was previously exclusively on ESPN. This year it will be exclusively on Netflix.
So even while ESPN is still Goliath in the sports viewing space, Netflix is slowly but surely closing the gap.
If all you had was a Netflix subscription and no access to ESPN, you would still get weekday sports updates from Pardon My Take and others. You’d still get live NFL Games. A live MLB game and derby. And, if you consider it a sport, 52 WWE shows.
–NFL Packages Coming Soon–
Per ProFootballTalk, the current NFL broadcast deals with CBS, Fox, NBC and Amazon Prime expire as soon as 2029. ESPN/ABC’s deal expires as soon as 2030. There are very few broadcast companies that can afford the package to produce and broadcast a weekly NFL package. Netflix is one of the companies that not only can, but would have the incentive for consumers to pay the obnoxious $30 a month; because it doesn’t feel as obnoxious when your $30 is giving you not only one or more NFL Games a week, but the entire Netflix catalogue as well. The football/Bridgerton crossover community can finally get the content they care about in one place.
To be clear, I don’t think ESPN is losing their NFL package. It would be strange for the network that the NFL has a 10% stake in to not have an NFL package. And if we’re being honest, the NFL doesn’t want to take the CBS or Fox broadcasts away from their free over-the-airwaves partners while their antitrust exemption is being looked at by the Federal Government. Their biggest defense against the Government’s concern that too many games are behind a paywall is that 87% of their games are broadcast for free over the airwaves (IF you concede that out-of-market games don’t count). So even if Fox plays hardball and the NFL sells their package elsewhere, it would likely be to ABC or NBC.
The Sunday Night Football (NBC) and Thursday Night Football (Amazon Prime) packages seem to be the most in-play for Netflix. Acquiring either Sunday Night Football or Thursday Night Football would instantly move Netflix into the category of a top sports network.
–Already an Underdog Champion–
In a lot of ways Netflix is already the underdog champion that sports fans love to root for. Once upon a time there was a Goliath named Blockbuster Video, until this quirky mail-in-DVD service called Netflix arrived on the scene. They eventually expanded to streaming certain movies on their website, though that wasn’t the original model. Blockbuster infamously had the opportunity to acquire Netflix but elected not to because they viewed the mail-in-DVD business as unprofitable and entirely dismissed the concept of streaming movies. Of course, as you and I know, streaming is essentially the only way we consume movies and television now.
In a lot of ways, we’re looking at the same thing happening with Cable Networks and live television right now. Outside of sports, breaking news, and presidential debates, can you name the last time you watched live TV? The last time I tried was two years ago when the Justified spin-off premiered on FX a day before Hulu. After the second commercial break I said “f–k this! I’ll stream it tomorrow!”
Netflix is already the streaming service. As more live content moves exclusively to streaming, would it surprise you if Netflix had more live events than ESPN in 2036? It wouldn’t surprise me. This scrappy little company has already beaten the odds and shaped the market before. They’re primed to do it again.
–What Happens Next–
The real problem for ESPN is going to come when Netflix creates their own version of Sports Center. THIS is Netflix Center. A couple of quirky hosts. A small studio space and some deals to show highlights and Netflix could become the location consumers are watching their nightly highlights before bed or while getting ready for school/work in the morning.
Once Netflix encroaches on ESPN’s flagship program, their days as the lone champion atop the mountain become numbered. Eventually Netflix Sports will hire a couple of sports writers (I’m a free agent, by the way). They’ll essentially become ESPN for the next generation.
Of course, ESPN doesn’t have to concede. They can’t box Netflix out of sports content entirely, but they can maintain and even grow the market. They’ve already negotiated deals with the NHL and MLB for their out-of-market packages to pair with ESPN Unlimited (NHL Package included, MLB at an additional cost). They can acquire more NFL games if a package becomes available (To then broadcast on Disney’s ABC).
The real way for ESPN to remain on top is for them to remember why fans consume their product in the first place. WE LOVE SPORTS. We’re passionate about sports. We want to watch a network that reflects that love and passion. What made Rich Eisen and Stuart Scott’s Sports Center broadcasts so great was how fun they made it. They didn’t take themselves too seriously. There weren’t any egos, or at least none that came through the screen. They weren’t yelling at each other to see who could make the most outrageous point that might get the most clicks.
$30 a month tells consumers it’s about the clicks. It’s about the guys screaming at each other for the clip that could go viral. Players are often told “it’s a business” when someone’s trying to take the sting out of being cut or traded. And that’s true. And because that’s true, players also hold out, hit free agency, and make other business decisions that are best for their bank accounts. As consumers of ESPN, if it feels like a business, we’re going to do the same thing. So if my $30 a month is better spent on Netflix, because I need my Bridgerton and my sports, that’s where it’s going to go.
Written by Seattle Mike
Post credit scene: I only saw the first season of Bridgerton. Because…she was really hot, okay?