Streaming giants including Netflix and Disney are shedding subscribers as competition in the market heats up and consumers tighten their purse strings amid the cost of living crisis.ĭisney chief executive Bob Iger has vowed to cut costs and refocus efforts on traditional theatrical releases for its blockbusters after the company racked up a further $1.1bn of losses in its streaming division in the fourth quarter.

Tennis's break with Amazon comes as sports rights holders and the media industry reassess the economics of streaming. The broadcaster is seeking long-term deals with sports less popular than football, and has launched dedicated channels for Formula 1, cricket and golf. It scored a ratings hit in 2021, when it streamed Emma Raducanu’s historic US Open victory after securing a last-minute deal to share the rights with Channel 4.īut it is understood the ATP has been disappointed by viewing figures on the Amazon Prime streaming platform and is hoping to reach a wider audience through a combination of traditional broadcasting and streaming with Sky. It will significantly expand Sky’s live tennis programming after it won back the rights to the US Open in a five-year deal that starts in August.Īmazon declared itself the “home of tennis” in the UK after buying up the ATP and WTA rights. The broadcaster is putting finishing touches to an agreement with the ATP and WTA Tours, which operate the men’s and women’s professional circuits, to serve up matches from next year. Sky is poised to play host to live tennis amid fears the sport was losing its profile as a result of an exclusive streaming deal with Amazon.

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