ANALYSIS | Streaming deals reshaping how we watch sports | CBC News

It has never been more complicated or more expensive to watch hockey than it is right now. And yet, as the puck drops on this NHL season, the broadcasting rights landscape in Canada is bracing for much more dramatic changes. 

And experts warn whatever changes come, they won’t make it easier on fans trying to watch hockey.

“I think we’re headed for an era of greater complication,” says Cary Kaplan, founder and president of Cosmos Sports.

Since 2013, Rogers Communications has held the exclusive rights to broadcast national hockey games in Canada. It paid a staggering $5.2 billion in a deal that shocked the hockey world.

But having a singular rights holder didn’t mean it was suddenly easier for fans to watch their favourite teams.

Now, to watch NHL games this season, you will need to subscribe to Sportsnet, TSN, TVA and Amazon Prime.

Depending on the night, the games will air on one of those streaming services — and fans will have to check local listings to see where their favourite team is playing on any given night.

Amazon inked a deal with Rogers in the spring that will see the online giant stream regular-season games on Monday Night Hockey. That deal was heralded by Rogers, Amazon and the NHL as an important way to reach new audiences.

“We are committed to serving hockey fans and reaching new audiences with our robust content distribution strategy that brings viewers exciting NHL content to a multitude of streaming services,” said David Proper, senior executive vice-president, media & international strategy with the NHL.

The current Rogers deal doesn’t expire until the end of next season.

But in a recent interview with Sports Business Journal, NHL commissioner Gary Bettman said negotiations for the next deal will begin this season.

“As far as the national rights in Canada go, when do you potentially start negotiations on that next deal?” Bettman was asked.

“The beginning of [2025]. Rogers has an exclusive negotiating period which, of course, we’ll honour,” he told the sports publication.

Rogers has said it intends to pursue a renewal of its broadcast rights.

“As we look to contract renewals, it’s something we’re very interested in and something we will chase and certainly expect to be at the table,” Rogers CEO Tony Staffieri said.

In a speech to the Canadian Club in Toronto, he called the agreement a “terrific deal for us.”

Staffieri didn’t say whether Rogers intends to partner with others to share the burden of the broadcast deal. 

But Kaplan says other leagues have tried to spread broadcast deals out over several bidders to drive up the price.

“It’s supply and demand,” he told CBC News. “If you have six people that want your product, and you can figure a creative way to give each of the six a slice, you will get more than if you charge one the entire amount of money.”

Dan Berlin, an assistant professor of sport media at Toronto Metropolitan University, says the ways that pie can be divided up have never been greater. He says the changes to hockey broadcasting are one small part of sweeping changes to how we live, shop and consume products.

“It’s all happening right now, in real time,” said Berlin.

He says those traditional broadcasters are clinging to sports as the last bastion of destination watching. Streamers are offering those who cut the cord an easier option and new products like Free Ad Supported TV (FAST, which streams directly from your television) all want a piece.

Berlin says a younger generation that hasn’t owned a cable package and lives primarily online will welcome changes to sports broadcasting.

“I think it’s actually going to be easier. I think they’re trying to move the product to where people are, as opposed to trying to preserve an old model,” he said.

But most experts agree, sports leagues need to be careful. If they charge too much or make access too difficult, consumers may simply walk away.

The NHL continues to black out some games in specific regions. Montreal Canadiens fans find it nearly impossible to watch games in Ontario, for example.

Kaplan says some fans are already frustrated enough. He worries the next broadcast deal will only make it harder on them.

“More people in Canada, as a result of this, in my opinion, will use illegal methods to watch sports,” he said.

Hockey has always been the smallest of the big sports leagues. But business is booming. The NHL brought in an estimated $6.2 billion last year. Audiences, both in person and broadcast were way up.

Last year’s Stanley Cup final Game 7 between the Edmonton Oilers and the Florida Panthers became the most-watched broadcast in Sportsnet’s history.

That’s good for growing the game. More money means your favourite team can spend more to lure away the best players.

But it also means competition for broadcast rights is higher than ever. And that, inevitably, means it will cost you more to watch those games in the first place.