The Gervonta “Tank” Davis-Rolando Romero Showtime PPV took place this past Saturday at the Barclays Center in Brooklyn. Sportico reported on InDemand’s new over-the-top platform for PPV, PPV.com, which allows for digital ordering for PPV.
PPV.com will supplement InDemand’s cable and satellite business. The move to digital is due to the growth in digital consumption. PBC believes that the digital buys will add to the existing cable and satellite audience. This, in comparison, to those that must purchase PPVs through their local cable and satellite subscriber.
Per Sportico, digital buys grew in February 2020 for the Fury-Wilder II fight. This was the turning point for InDemand as it created the digital option PPV.com. The article notes that nearly 50% of PBC’s PPV buys are digital and it does not cannibalize the traditional methods of purchase. In my opinion, this is due in part to the younger, early-adopter audience that do not have cable and are used to the digital subscription-based methods of entertainment.
Payout Perspective:
We’ve seen the digital route that the UFC has gone with its deal with ESPN+ which cut out satellite and cable providers. Similarly, the WWE has gone this route with the Peacock network (although you are still able to purchase its PPV via satellite and cable). The Showtime App, which was available this weekend to purchase the Davis-Romero PPV also has done well despite the traditional option. While many consumers still like the traditional method, InDemand’s move to a digital offering reflects the shift in purchasing habits and the industry’s need to shift with it.
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