Warner Bros. Discovery to Stream Live Sports on Max With Add-On Bleacher Report, Which Will Cost $9.99 in 2024
19.09.2023 - 18:31
/ variety.com
Brian Steinberg Senior TV Editor Warner Bros. Discovery aims to make all of the sporting events it has developed over the years for cable crowds available to streamers at the same time — so long as they are willing to pay extra for the privilege. The media giant, which enjoys lucrative rights deals with the NBA, Major League Baseball, the NHL and the NCAA “March Madness” tournament, wants to use those properties to bring eyeballs to Max, its streaming service.
And so, starting Oct. 5, the company will launch a new “Bleacher Report” add-on package to Max. The offering will also include access to TNT’s popular “Inside the NBA” studio program and live international events such as “24 Hours of Le Mans.” Warner Bros.
Discovery vows to stream 300 live games per year. “We are trying to find customers everywhere we can,” says JB Perrette, CEO and president of streaming and games for Warner Bros. Discovery, in an interview — all the while working to preserve relationships with people who haven’t cut the cord, who continue to get Max as part of a subscription to linear HBO.
The new package will debut on Max Oct. 5, in time for MLB post-season and the Oct. 7 start of the National League Division Series, as well as the launch of the next NHL season.
By the time the NCAA’s “March Madness” begins to bounce, however, the pay tier will kick in. After Feb. 29, access to Bleacher Report will cost $9.99 per month.
Warner is betting it can tread a tricky path to digital success. The company’s schedule of NBA games, NHL contests and MLB matchups are a critical part of the economics of its giant cable networks TNT and TBS. In 2022, those two outlets, which feature dozens of live sports broadcasts, drew $1.6 billion in advertising, according
.