体育赛事版权细分，正在把球迷变成观赛「难民」

Core Insights - The sports broadcasting rights market is entering a fragmented era, characterized by an abundance of content and channels for fans, but increasing complexity and costs associated with viewing [1][21] - This fragmentation is not a temporary trend but a long-term process that will continue to deepen [1][21] Fragmentation of Sports Rights - Fans are becoming "rights refugees" due to the complex landscape of sports broadcasting rights, exemplified by the ongoing negotiations between CBA and platforms like Migu and Douyin [2][8] - In North America, the fragmentation is more pronounced, with the NBA's broadcasting rights for the next eleven years being divided among ESPN, Amazon, and NBC, totaling $76 billion [4][12] - The NFL has also seen increased fragmentation, with broadcasts now available on platforms like YouTube, ESPN, NBC/Peacock, CBS/Paramount, FOX, Amazon, and Netflix [5][12] Rising Costs for Viewers - The average monthly expenditure for sports viewers on streaming platforms is $88, compared to $64 for non-sports viewers [6][12] - For the 2025 NBA season, a fan wanting to watch all games could spend nearly $880, including an additional $160 for streaming subscriptions, while NFL fans may need at least $540 to watch most games [6][12] Streaming Platforms' Influence - Major companies like Apple, Amazon, and Netflix are increasingly serious about sports rights, with Apple set to exclusively stream F1 starting in 2026 [9][12] - Streaming services now contribute over 25% of broadcasting revenue for the NFL and NBA, indicating a shift in the market dynamics [10][12] Content Consumption Trends - The traditional model of complete game broadcasts is evolving, with highlights and short clips becoming primary forms of content consumption for many fans [17][21] - The competition for user attention has shifted the focus from merely broadcasting rights to engaging fans through various content formats [17][21] Future Implications - The ongoing fragmentation of sports rights is likely to create more "rights refugees," pushing fans towards decentralized platforms if their viewing experiences are compromised [19][21] - The challenge for sports leagues will be to balance revenue maximization with maintaining fan engagement and viewing continuity [19][21]