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Immerse yourself in a data-rich journey with our special podcast guest, Jon Giegengack, founder and principal of Hub Entertainment Research. We’ll talk about Hub’s latest report, “What’s the Score: The Evolution of Sports Fans and Sports Media.”

As the NFL looks to further expand its TV distribution playbook, fans are getting a little confused

Hub Entertainment Research study finds that 42% of NFL watchers already think that broadcast and streaming rights are too spread out and that the games are harder to find because of it

You may have thought that NFL TV rights negotiations were settled for the foreseeable future, when in March 2021 the most powerful force in video entertainment programming signed a collection of 11-year agreements with five media and tech partners totaling around $110 billion.

But rights negotiations are about to heat back up. Not only are the National Football League and its media partners readying for 2029, when the league can opt out of its deals, the NFL is also looking to further expand its media partnerships with smaller arrangements, like the one it carved out with Netflix in 2024 to stream two regular-season games on Christmas Day.

“We’re going to have those conversations,” NFL Media chief Hans Schroeder told CNBC last month, with non-traditional media companies about “partnerships in the smaller sense, not full-season packages.”

Schroeder and the league might want to check the stats.