DirecTV has introduced MySports, a sports-centric skinny bundle designed to provide live sports fans with a targeted, cost-effective streaming option. The package, which launches at $69.99 per month—with a limited-time offer of $49.99 for the first three months—features 40 live sports and broadcast channels, including ESPN, NFL Network, NBA TV, and major collegiate networks. Available in 24 metro areas, MySports offers an affordable alternative to traditional cable and broader streaming packages, catering specifically to sports enthusiasts.
In a moment of impeccable timing, DirecTV’s MySports has entered the scene just as Venu Sports—a similar differentiated sports-centric service—bowed out. Once supported by Disney, Fox, and Warner Bros. Discovery, Venu struggled against legal and market challenges before its integration into Fubo. MySports’ arrival not only fills the void left by Venu’s exit but signals DirecTV’s intent to capitalize on unmet demand in the live sports streaming market
The Take
DirecTV’s MySports bundle redefines the skinny bundle concept by focusing exclusively on live sports, addressing botustry trends and consumer frustrations. Traditional cable costs and broad TV packages often burden sports fans with channels they don’t need. MySports, priced significantly lower than cable and DirecTV’s existing Entertainment and Sports Pack at $102/month, offers a more streamlined, affordable solution that directly challenges Fubo’s sports offering.
Fubo, which recently merged with Hulu + Live TV, has become a significant player in the sports streaming ecosystem. This merger strengthened Fubo’s position and marked the end of Venu Sports, a project initially envisioned as an affordable, live sports-centric alternative. Venu’s cancellation highlights the challenges of competing in a crowded market, while DirecTV’s MySports illustrates how niche-focused bundles can still carve out a space.
A Competitive Edge in the Sports Streaming Ecosystem
DirecTV’s MySports also positions itself as a future rival to ESPN Flagship, Disney’s planned direct-to-consumer sports streaming service. While ESPN Flagship is expected to leverage its vast sports rights portfolio upon its launch, MySports offers a more rounded selection of sports programming from the start, including league-specific networks like MLB and NHL and regional channels.
The decision to launch a sports-only skinny bundle comes at a critical time. Parks Associates reports that, on average, U.S. households now subscribe to fewer than five streaming platforms, with a 30% decline in spending on streaming services since 2021. Additionally, 32% of cancellations in the past year were due to financial constraints. By addressing these challenges with a focused, affordable offering, DirecTV is not only competing with Fubo and ESPN but also positioning itself as a key player for cord-cutters seeking sports content.
Addressing Cord-Cutting Trends and Retention Challenges
The MySports bundle is part of DirecTV’s broader strategy to cater to the evolving needs of cord-cutters. As consumers move away from traditional cable in favor of more affordable and flexible streaming options, genre-based bundles like MySports could pave the way for a new era in streaming. According to DirecTV CEO Bill Morrow, “The introduction of MySports delivers consumers greater choice, flexibility, and control to select the type of content they want to watch at the right value.”
DirecTV addresses consumer demand for customization by focusing on a single genre while mitigating churn—a persistent challenge for streaming platforms. Flexible, targeted bundles like MySports attract new subscribers and help retain existing ones by delivering ongoing value. Parks Associates estimates monthly churn rates for OTT platforms range from 5% to 30%, depending on the service and region, highlighting the importance of such retention strategies.
The Broader Implications of Genre-Based Bundles
The launch of MySports could set a precedent for the streaming industry, encouraging other platforms to explore genre-based offerings. DirecTV has already announced plans to introduce additional bundles in 2025, focusing on kids and family programming and entertainment networks. This strategy aligns with the growing demand for affordable, specialized content while addressing the limitations of traditional cable.
The end of Venu Sports and the rise of MySports reflect the shifting dynamics of the streaming market. While Disney, Fox, and Warner Bros. Discovery saw Venu as a solution to consolidate sports content, its cancellation emphasizes the challenges of competing in a market increasingly dominated by direct-to-consumer platforms like Fubo and ESPN Flagship. DirecTV’s entry into the space demonstrates that there is still room for innovation, particularly in catering to niche audiences.
DirecTV’s Play for the Future of Streaming
DirecTV’s MySports bundle represents a bold step in reshaping the sports streaming landscape. By prioritizing affordability, flexibility, and targeted content, DirecTV is positioning itself as a leader in the sports streaming ecosystem. The bundle not only addresses the needs of sports fans but also sets a new standard for how platforms can adapt to consumers’ evolving demands.
MySports could serve as a blueprint for other platforms, demonstrating the potential of genre-based bundles to deliver value, reduce churn, and capture a loyal audience. With its focus on live sports and strategic positioning against Fubo and ESPN, DirecTV is betting on a future where tailored offerings and consumer-centric strategies drive the next wave of growth in the streaming industry.
