> In essence, it sounds like Apple is after additional rights beyond those
> which Direct TV had previously had. Obviously it'll be a streaming-first
> offering, but the report made it sound like they wanted in-market rights
> (as they have with their MLS deal).

Right now, the broadcast networks get streaming rights to their games, so
that Paramount+ has the games that local CBS affiliates are showing (to be
clear, only for the game that the affiliate in each market is showing), and
there's presumably a similar deal for Fox; I'm not finding a definitive
streamer. In the modern era, it's easy to forget just how valuable the
broadcast networks are to the NFL, but they're the folks who produce and
show Jaguars-Texans games that are of minimal interest to anyone outside
Jacksonville and Houston.

So I'd imagine that the current licensees guard their in-market rights
pretty jealously, and the league is in no hurry to alienate them, even if
it ultimately means that the Sunday Ticket rights are less valuable.

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