Questions about the future of sports on Netflix continue to swirl despite numerous people connected to the company reiterating that the streaming giant isn’t planning to be proactive in acquiring broadcast rights. The idea isn’t absurd though given competitors like Apple, Hulu and Prime Video embracing live sports.
Brandon Riegg, the vice president of unscripted and documentaries for Netflix, says his division’s success with sports stories is not a sign of aspirations to carry live games in the future.
“They’re not connected,” he told Sports Business Journal’s John Ourand. “Our hope has been we can tap into that same audience base through the shoulder programming.”
Riegg is a sports fan himself. He recognizes that there are athletic stories that have the kind of broader appeal Netflix is looking for. He has seen major success with F1: Drive to Survive, a documentary series about Formula 1 drivers that has spawned spinoffs for tennis and golf. Audiences have also made documentaries about disgraced NBA referee Tim Donoghey and former Notre Dame linebacker Manti Te’o hits.
The formula that works for Netflix is focusing on “really rich stories and interesting characters” according to Riegg. Not being a league’s broadcast partner allows his crews to tell stories in the way that best engages an audience instead of focusing on the biggest stars or most successful teams.
“What’s worked for us is when we’ve found these leagues and teams and athletes who are willing to be vulnerable. When they’re willing to let their guard down, that’s when you get stuff that feels the most authentic.”
As for how rights ownership may change things in the future, Brandon Riegg echoes the sentiments of Netflix co-CEO Reed Hastings. The company’s goal is to be profitable, and the current model for sports rights doesn’t work.
“We’re in the owning business; we’re not in the renting business and sports rights are the renting business,” Riegg said. “The economics are better if we own the shows.”
