Netflix is eyeing live sports for the first time in the video streaming platform's history. Reports from the United States claim that Netflix is looking to broadcast a live celebrity golf tournament after failing to secure the rights to show Formula One Grand Prix on the service.
This isn't the first time Netflix has been interested in sports, having previously been in talks to show the World Surf League, ATP and WTA tennis events and cycling competitions. However, in each of these negotiations the streaming giant failed to agree a price.
In a Netflix first, however, things could be about to change. The live celebrity golf event is reportedly set to feature the cast of its hit Formula One docuseries 'Drive to Survive' and golf reality show 'Full Swing'.
Though Netflix is yet to confirm the event, the Wall Street Journal claims plans are well underway and the event will be held in Las Vegas. Several of Netflix's competitors have already dipped their toe into live sport, including Hulu and Amazon prime - with the latter now showing live football, rugby and tennis to name just a few.
Reports indicate that Netflix has been trying to secure its share of sports coverage over the last few years, but is keen to not overspend. Buying the rights to show sports is notoriously expensive, as recently seen with BT Sport's venture into live coverage, which reportedly lost the telecom giant over £2billion.
BT Sport will now be renamed TNT Sports following a merger with Eurosport-owners Warner Bros Discovery. Drive to Survive has been a huge hit with viewers on Netflix, which gives viewers a behind the scenes look at the lives of drivers, managers and team owners.
Netflix had hoped to strike a deal to show the sport in the US, but lost out to Disney, who are showing it on ESPN, ESPN2 and ABC for another three years. Netflix's Co-Chief Executive Ted Sarandos has been defensive on the streamer's late entry into sports, saying: "We aren't anti-sports. We're pro-profit."
Showing sports is expensive, but with subscriber numbers slowing, it presents Netflix with a chance to ramp up advertising sales, as live sport is one of the only things viewers now actually watch live.
