YouTube TV Announces Inaugural NFL ‘Sunday Ticket’ Pricing, Up 19% From DirecTV Last Year

Google-owned online television streaming platform YouTube TV made news last year wresting exclusive rights to the National Football League’s “Sunday Ticket” broadcast rights from DirecTV, which had owned the rights for 28 years.

YouTube April 11 announced the 2023 pricing for “Sunday Ticket,” which affords viewers access to all out-of-market games not broadcast on local legacy TV networks CBS and Fox. Google is reportedly paying the NFL upwards of $2 billion annually for the rights for the next seven years.

YouTube TV subscribers, who recently saw their monthly fee increase to $72.99 from $64.99, will be able to access “Sunday Ticket” for $349 for the season, up from $294 last year when it was available on DirecTV.

For the first time, NFL Sunday Ticket will be available without a satellite subscription to non-subs priced at $449 through YouTube Primetime Channels.

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YouTube is offering discounted pricing ($100 off) through June 6 on the basic “Sunday Ticket” plan, in addition to the NFL Sunday Ticket and NFL RedZone combo ($289) for YouTube TV subs, and $389 for non-subs.

“Members will have access to features like the brand new multiview as well as unlimited DVR storage, personalized recommendations, the ability to view key plays, NFL Fantasy data, real time stats and hide spoilers,” YouTube said in a statement.

The platform said it would also integrate shopping functionality so viewers could buy merchandise to support their teams, and social features that YouTube users are already familiar with including chat and polls, among others.

Amazon Prime Video Eyeing NFL’s ‘Sunday Ticket’ Rights

With week one of the 2021-22 NFL season almost in the books, Amazon reportedly is in the hunt to expand upon its “Thursday Night Football” exclusive rights. After wresting the mid-week game rights from Fox, Amazon now wants “Sunday Ticket,” the out-of-market game package DirecTV has sold to subscribers for the past 27 years.

With AT&T spinning off DirecTV to a private equity group, and the satellite TV operator’s latest NFL agreement set to expire in 2022, the league is shopping the rights to interested parties for a reported $2.5 billion annual fee. DirecTV currently pays $1.5 billion a year.

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Few companies have the fiscal resources Amazon has entertain such as price tag. The e-commerce behemoth earlier this year agreed to pay the NFL $1 billion annually for 11 years for exclusive rights to “Thursday Night Football” on Prime Video. Other media giants expressing interest in “Sunday Ticket” include Apple and Disney-owned ESPN.

NBCUniversal’s Peacock streaming service is not expected to make a bid, according to CNBC, which originally broke the story. NFL Commissioner Roger Goodell told the network last week that the league was looking for unified streaming partner that would also be willing to invest in the league-owned NFL Network and NFL RedZone, the latter switching to live action when any team on offense is close to scoring.

Amazon has not officially commented on the negotiations, which remain ongoing.