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Tech giants may enter the race for sports broadcasting rights

From Svenska Dagbladet · () Swedish

Translated from Swedish, summarized and contextualized by DistantNews.

At a glance

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  • The rights to broadcast the men's football World Cup in Sweden are shared by SVT and TV4.
  • Rising costs for sports rights are making major championships more expensive for broadcasters and viewers.
  • Future broadcasting rights for major sporting events could be acquired by tech giants like YouTube or Amazon.

The escalating competition for sports broadcasting rights is driving up costs for major championships, impacting both television companies and audiences. In Sweden, public service broadcaster SVT and commercial channel TV4 are currently sharing the rights to the men's football World Cup.

This division of rights is a consequence of significantly increased prices in recent years, according to Tobias Lindberg, a media researcher at Nordicom. The trend of rising costs is not unique to Sweden, as seen with the BBC and ITV sharing rights in the UK.

Looking ahead, the landscape of sports broadcasting may undergo further transformation. Industry experts suggest that large tech companies such as YouTube or Amazon could enter the market, potentially acquiring exclusive rights to broadcast major sporting events. This shift could fundamentally alter how viewers access and consume live sports content.

DistantNews Editorial

Originally published by Svenska Dagbladet in Swedish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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