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Sinclair Broadcast Group(SBGI.US)'s tennis channel joins Amazon(AMZN.US) Prime Video to leverage tennis popularity and expand streaming media presence
Sling Broadcast Group (SBGI.US)’s paid TV network Tennis Channel is actively expanding its online TV market presence. The channel has officially launched on Amazon (AMZN.US) Prime Video Channel Store, marking an initial step in its expansion strategy, with plans to also debut on Roku (ROKU.US) subscription services and other distribution channels.
The streaming service costs $11.99 per month and will begin live coverage of the BNP Paribas Open starting March 4. Meanwhile, its branded cable channel has successfully joined sports packages offered by DirecTV, FuboTV (FUBO.US), and Comcast (CMCSA.US). The Amazon Channel Store has previously become a key platform for niche streaming services like Starz (STRZ.US).
Since the pandemic sparked a surge in outdoor sports activities, tennis participation has continued to rise. According to the U.S. Tennis Association, by 2025, over 27 million Americans will be playing tennis, a 54% increase from 2019. Attendance at top-tier events like the Grand Slams and Masters tournaments has hit new highs.
Jeff Blackburn, CEO of Tennis Channel, is focused on turning this tennis boom into a growth in subscription users. Amid the decline of traditional cable TV, the channel remains one of the few networks maintaining audience growth.
Blackburn stated in an interview, “All platforms are bundling content, and tennis is a great addition.”
Although traditional TV still accounts for up to 80% of the company’s viewership, future growth will focus on online platforms, including paid streaming, free streaming channels, and social media content.
The CEO, who previously served as a senior executive under Jeff Bezos, revealed that the company is investing heavily in upgrading technology systems, optimizing product experience, and enriching programming content.