Can extra soccer games kick ViacomCBS more directly into TV’s streaming wars? ViacomCBS picked up an extra run of UEFA Champions League games in a deal that will put the European soccer organ…
Champions League games in a deal that will put the European soccer organization’s tournaments on broadcast, cable, and, perhaps most important, streaming at a time when the media conglomerate is trying to spur new interest in its “All Access” subscription-video hub.
Under the terms of the agreement, ViacomCBS, which had previously agreed to a three-year deal with UEFA that was slated to start with the 2021-2022 season, will pick up coverage starting in August – the direct result of AT&T’sopting to extricate itself about a month ago from its current deal with the league, which had stopped play due to the coronavirus pandemic, in the last term of its contract.
European soccer will potentially bring new audiences to ViacomCBS, but it also brings some challenges. The games can be difficult to monetize on TV, because the matches typically feature fewer in-game opportunities for commercials than American sports broadcasts.
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