As the cost of premium sports rights continues to surge and streaming platforms deepen their foothold in live distribution, the broadcast industry is making a renewed case for structural change. National Association of Broadcasters CEO Curtis LeGeyt says he’s pointing to consolidation as a necessary step for long-term viability.
Speaking on The Varsity podcast with John Ourand, LeGeyt framed the current media landscape as one in which local broadcasters face mounting pressure to keep pace with deep-pocketed competitors, particularly when it comes to securing sports rights. He emphasized that maintaining an over-the-air option for viewers hinges on broadcasters building enough scale to remain competitive in negotiations that increasingly favor larger entities.
“If we’re going to compete for those NFL sports rights, especially at the local level, broadcasters need scale,” LeGeyt said. “The only way to achieve that in this environment is through some level of consolidation.”
That urgency has intensified amid reports that the NFL is seeking significant increases in its next round of media deals, with LeGeyt citing industry chatter suggesting networks could face an additional $1 billion annually in rights fees. Consequently, he argued that smaller or fragmented broadcast groups may struggle to remain in contention without strategic alignment or expansion.
“Our member companies need scale if we’re going to compete for that type of dollar to maintain this must-have programming,” he said. “Scale and consolidation are essential if we’re going to continue serving viewers in a meaningful way.”
At the same time, federal regulators have begun to examine the shifting dynamics of sports distribution. The Federal Communications Commission recently opened an inquiry into the migration of live sports to streaming platforms, prompting input from stakeholders across the media ecosystem.
LeGeyt welcomed the move, describing it as a critical opportunity to reassess policies that were crafted long before streaming became a dominant force.
“We want to ensure policymakers understand the benefits of broad consumer access to premier sports through broadcast,” LeGeyt said, referencing networks such as ABC, CBS, NBC and FOX Sports, along with their local affiliates. “Many of these laws were written when broadcasters were only competing against other broadcasters. Streaming didn’t even exist. I think these lawmakers and these agencies are right to ask the question as to whether this legal framework is enabling outcomes that are consumer friendly. Broadcast is going to be a big part of that”
LeGeyt added that the FCC’s inquiry represents a meaningful first step in evaluating whether current regulations still align with consumer interests, particularly as leagues balance revenue growth with audience reach.
“I think the FCC has taken a really important first step here by asking questions around the state of the current media marketplace. How those consumers of sports are being impacted by the significant changes that are going on the media side, with regard to the sports leagues,” he said.
Despite the rapid evolution of distribution models, LeGeyt maintained that traditional broadcast continues to deliver unmatched audience engagement, noting that viewership trends still favor widely accessible platforms for major events.
“Consumers are actually showing up with their eyeballs. Demonstrating that they do have a preference in continuing to access their games through broadcast,” he said. “Companies are telling to the leagues they’re in the game of not just getting the highest dollars in terms of revenue and sports fees. But also ensuring that they’ve got a product that they can engage with the fans. There’s no better game in town than broadcast as it relates to fan engagement.”
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