Kroenke Sports & Entertainment strikes a deal with TEGNA for OTA games while preparing to launch a direct-to-consumer platform.
Kroenke Sports & Entertainment (KSE) announced a significant shift in the distribution of Denver Nuggets and Colorado Avalanche games with the planned launch of Altitude+, a subscription-based direct-to-consumer (DTC) platform, and a new over-the-air (OTA) broadcast deal with TEGNA. This move signals KSE’s response to the challenges facing regional sports networks (RSNs), particularly as more fans shift away from traditional pay-TV models.
Altitude+, set to launch in October, will offer live broadcasts of Nuggets and Avalanche games to fans across a nine-state territory for $19.95 per month, providing a direct way for viewers to access games without relying on a cable subscription. This strategy mirrors similar DTC efforts in the sports world, where RSNs like Victory+ (Dallas Stars and Anaheim Ducks) and Panthers Plus (Florida Panthers) have already moved forward with their own streaming services.
The Move Toward Direct-to-Consumer Streaming
Altitude Sports’ upcoming launch of Altitude+ is a direct response to the evolving media landscape. The DTC model has become increasingly popular among RSNs as traditional cable bundles struggle to maintain subscribers. Altitude’s move follows a trend seen with other networks like Victory+, which allows fans to stream games directly without a subscription to cable or satellite providers.
However, unlike Victory+, which embraced a free, ad-supported model, Altitude+ will charge a monthly subscription fee. At $19.95, Altitude+ positions itself similarly to services like MSG+, which offers direct access to New York Knicks and Rangers games. This subscription-based model reflects a different approach to monetization, leaning on paying subscribers rather than advertising alone.
OTA Broadcasting as Part of the Strategy
In addition to its DTC ambitions, Altitude Sports also focuses on reaching a broader audience through its OTA partnership with TEGNA. This deal will broadcast 20 Nuggets and 20 Avalanche games free over-the-air on Denver’s 9NEWS (KUSA-TV) and My20 (KTVD-TV), ensuring that local fans without subscriptions still have access to key games.
This OTA strategy complements the DTC model and addresses a common challenge faced by RSNs—how to continue engaging casual fans while shifting to a more digital-first approach. Like Victory+, which emphasized both streaming and accessible game coverage, Altitude’s OTA partnership ensures the widest possible reach for local audiences.
By combining both OTA and DTC distribution, Altitude aims to capture not only the digital-savvy younger audience but also more traditional viewers who may still rely on terrestrial broadcasts.
Preparing for Altitude+’s Launch
As Altitude+ gears up for its October launch, the platform is poised to offer more than just live game broadcasts. Subscribers will gain access to pre-and post-game coverage, full episodes of Altitude Sports originals, and regional collegiate sports content from Colorado State, the University of Denver, and the Air Force Academy. This varied content mix echoes other DTC services in the RSN space, such as YES Network’s upcoming Gotham Sports app, which offers a combination of NBA, NHL, and MLB content.
Unlike Victory+, which has already gone live and adopted an ad-supported approach, Altitude Sports is taking a more cautious approach. It combines a subscription-based model with free OTA coverage to see which resonates most with fans.
The Monetization Challenge
One key challenge Altitude+ will face is ensuring its pricing model appeals to enough subscribers to replace lost revenue from cable carriage deals. The $19.95 price point is on par with similar DTC services, but the competition for consumer attention is steep, with services like ESPN+ offering a broader range of sports content for a lower price.
Combining OTA access and a subscription-based streaming platform for Altitude Sports will test how well the network can bridge the gap between traditional pay-TV subscribers and cord-cutting fans. By offering Altitude+ at no additional cost for those who already have Altitude via a pay-TV provider, the network aims to retain its existing fan base while attracting new subscribers.
Looking Ahead: The Future of RSNs
As Altitude+ prepares to launch, the big question is how well the platform will perform in an increasingly crowded direct-to-consumer marketplace. The success of other RSN-backed services, like Victory+ and Jazz+, suggests that DTC models can be effective when paired with innovative broadcasting strategies like OTA deals.
With the ongoing struggles facing RSNs—exemplified by the bankruptcy of Diamond Sports Group, operator of the Bally Sports networks—Altitude Sports’ hybrid approach could serve as a blueprint for other networks looking to stay relevant in a rapidly changing media landscape.
