The NFL's Sunday Ticket package officially has a new home.
On Thursday, the league announced that it would be heading to YouTube TV in 2023 and beyond. The package, which features ways for NFL fans to watch every out-of-market game, had been broadcast exclusively by DirecTV since its inception in 1994.
"We're excited to bring NFL Sunday Ticket to YouTube TV and YouTube Primetime Channels and usher in a new era of how fans across the United States watch and follow the NFL," NFL Commissioner Roger Goodell said of the deal in a press release. "For a number of years we have been focused on increased digital distribution of our games and this partnership is yet another example of us looking towards the future and building the next generation of NFL fans."
"YouTube has long been a home for football fans, whether they're streaming live games, keeping up with their home team, or watching the best plays in highlights," said Susan Wojcicki, CEO of YouTube. "Through this expanded partnership with the NFL, viewers will now also be able to experience the game they love in compelling and innovative ways through YouTube TV or YouTube Primetime Channels. We're excited to continue our work with the NFL to make YouTube a great place for sports lovers everywhere."
The NFL was always expected to move Sunday Ticket to a streaming service in 2023. But why did they choose YouTube TV, and how will it impact fans looking to watch every game?
Here's what to know about the NFL's latest digital media rights agreement.
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Why is NFL Sunday Ticket moving from DirecTV to YouTube TV?
DirecTV has owned the NFL's Sunday Ticket package since the league first created it in 1994. However, with the price of the package expected to be a multi-billion-dollar deal; DirecTV opted not to place a bid for the service because of that.
Additionally, NFL commissioner Roger Goodell indicated that the NFL was looking to move Sunday Ticket to a streaming service in 2023 and beyond. That virtually eliminated DirecTV from the running as well.
The NFL's comments created a bidding war with other streaming services looking to add the package to their portfolio. Ultimately, Google and Apple emerged as the top two contenders to land Sunday Ticket, and it is Google that won out.
Google owns YouTube and its streaming counterpart, YouTube TV. Sunday Ticket will now be added to that platform; had Apple won the bid, Sunday Ticket surely would have been broadcast through a package with Apple TV.
How much is YouTube TV paying for NFL Sunday Ticket?
YouTube TV is set to spend roughly $2 billion per year for the rights to NFL Sunday Ticket, per the Wall Street Journal. The New York Times reports the deal could be worth up to $2.5 billion, pending performance fees.
DirecTV's final deal with the NFL, which ran from 2014 to 2022, had been for $1.5 billion per season.
The deal between YouTube TV and the NFL will be a seven-year pact. That means the rights will come up for negotiation again ahead of the 2030 NFL season.
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How to watch NFL Sunday Ticket on YouTube TV
There will be two ways for NFL fans to get Sunday Ticket on YouTube TV.
The first will be as an add-on to a YouTube TV subscription. That would require users to subscribe to the service and then purchase the additional channel as part of its overall package.
The other option would be to purchase Sunday Ticket as a stand-alone option using YouTube Primetime Channels. That allows subscribers to purchase specific premium channels and streaming services that they like using the YouTube app.
What is YouTube Primetime Channels?
YouTube Primetime Channels is a new subscription method for streamers that allows them to watch content from their favorite streaming services within the YouTube app.
Below is how the NFL described YouTube Primetime Channels in its official press release about the Sunday Ticket switch:
With over 30 channels, users can browse, sign up for, and watch their favorite shows, movies, sports, and more. With so many streaming options today, Primetime Channels makes it easier for viewers to watch their content in one place without having to jump from app to app, while also managing their subscriptions all in one place.
So essentially, YouTube Primetime Channels serve as a place to purchase and house content that users enjoy. And within that service, users will be able to specifically buy the NFL Sunday Ticket package — as well as other premium channels and streaming services they want.
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How much will NFL Sunday Ticket on YouTube TV cost?
YouTube TV and the NFL have yet to announce how much the NFL Sunday Ticket package will cost in 2023. It isn't clear exactly when they are planning on doing so.
DirecTV's Sunday Ticket plans began at a price of $293.94 for the 2022 NFL season.
How much does YouTube TV cost?
The base value of a YouTube TV package costs $64.99 per month. It provides streamers with access to over 100 channels, and they can purchase add-ons for additional monthly fees.
The price NFL Sunday Ticket add-on has yet to be determined.
