Sky viewing figures down for Premier League matches – but the broadcaster is confident Toon’s promotion will turn things around
NEWCASTLE United’s absence from the Premier League partly contributed to a significant decrease in TV viewing figures for the 2016/17 campaign.
In fact, a 14 per cent drop in those watching top-flight football on Sky Sports last season has even raised fresh doubts about the sustainability of the seemingly ever-increasing TV-rights deals negotiated with broadcasters.
The Financial Times report the Premier League suffered its largest decrease in viewing figures on Sky Sports last season since records were first kept in 2010.
Sky paid £4.2billion under the current three-year broadcast deal with the Premier League - up 66 per cent from the previous agreement while BT forked out £960million for their live matches - and they too saw a two per cent fall in viewing figures.
Both TV networks, as well as the Premier League, will hope the 2016/17 figures are merely an outlier and they improve again next term. Otherwise, the likelihood is the next broadcast deals will negotiated be at a similar level to previously - or they could even become less lucrative to the 20 top-flight sides.
Yet Sky remains optimistic interest in Premier League coverage is not waning, stressing the total number of people watching top-flight football for a minimum of 15 minutes across all its platforms reached its highest point
for three years last season. It appears as if more viewers are now accessing content by different means, such as through NOW TV and via Sky Sports’ apps.
Interestingly, the broadcaster also cited Newcastle and Aston Villa’s relegations as having had a significant impact on viewing figures, given both club’s large and loyal fanbases.
Ironically, Sky is actually likely to see a drop-off in Championship TV figures next season given the Magpies’ promotion back to the top flight.
Eight of the top-10 most-viewed second-tier matches last season involved the Magpies - with at least two of United’s Championship games also drawing higher figures than the EFL’s showpiece play-off final did the previous term. Meanwhile, other reasons suggested for the drop in Premier League viewing figures which were down by as much as 19 per cent in November - include the BBC’s coverage of the 2016 Olympics in August as well as 10 additional matches for less-popular teams being broadcast.
A spokesman for Sky told The FT: “As we anticipated, the way customers engage with live sport is changing - with strong growth in newer, digital-first platforms - though linear viewing remains important for those big moments that matter.”
With Newcastle back in the Premier League, it is hoped they can help reignite interest in live coverage of England’s top flight - otherwise the bubble may soon burst on football’s most-lucrative revenue stream.