Sinclair’s RSN Streaming Service Is a Gamble — but a Necessary One
Sinclair’s proposition isn’t unique. The leagues themselves offer packages to fans for either the entire league or a specific team. Sinclair’s hope is there will be enough who watch MLB and NBA or NHL and see the cost savings in using its coverage.
VIP+ turned to data analysts Maru Group to assess overall interest in these specialized sports offerings. Per its findings, around 1 in 10 U.S. adults say they subscribe to at least one of MLB Extra Innings, NHL Center Ice or NBA League Pass. Bearing in mind that these packages include access to all teams, unlike Sinclair’s proposed product, this suggests there should be a target market of several million adults for Sinclair to target.
Given that YouTube has been broadcasting free MLB games this season, VIP+ also reached out to social video analytics firm Tubular Labs to quantify viewership. With MLB a core part of Sinclair’s offering and cord-cutters being part of the desired market for the new service, the viewership of the YouTube games is a good proxy for general interest in streaming baseball.
The average audience for the 11 games measured is 1.1 million. This should give Sinclair some heart, as while not all viewers would subscribe, this at least demonstrates there is interest in streaming MLB games even asIn the SEC filings, Sinclair detailed where it envisions the service being in five years’ time. And it is somewhat ambitious, particularly with the 1.
One positive is the inclusion of America’s most popular baseball team, the New York Yankees, but here, too, there may be issues. Amazon is a minority owner of Yankees RSN YES, as is Sinclair, and has an arrangement to
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