The Future of Broadcasting: Are World-Class Events Leaving Free-to-Air Behind?

In a world where once-accessible broadcasts are becoming subscription-only, a question arises: Is this the beginning of the end for free-to-air broadcasting?

Shifting Sands:

This week marked a significant shift. ITV, after 25 years, announced it will no longer broadcast the Tour de France, with Warner Bros. Discovery and Eurosport securing exclusive rights starting in 2026. This means fans in the UK will need a subscription to watch the iconic race—an unprecedented change for one of the sport’s most storied events.

Changing Trends:

The Tour de France is not the only world-class event slipping behind paywalls. In recent years, rights for football leagues, major tennis tournaments, and even the Olympics have gradually shifted toward paid platforms, significantly altering the traditional free-to-air landscape. For many, the era of freely watching iconic moments on public channels may be fading.

What’s Driving This Shift?

The economics of broadcasting have evolved. Subscription services promise broadcasters more revenue stability, especially as they compete with streaming giants. Platforms like Eurosport, backed by conglomerates like Warner Bros. Discovery, see exclusive rights as a way to attract and retain subscribers, often at the expense of accessibility.

The Future of Free-to-Air TV:

As more events move to paid platforms, free-to-air broadcasting is left with fewer high-profile options, which may affect both viewership and ad revenue. This trend raises questions about the accessibility of sport, culture, and entertainment—content that has historically brought communities together in shared experiences. Could this shift signal a narrowing of audiences and, perhaps, the end of free, universal access to global events?

Looking Forward:

At altmedia, we’re exploring the implications of this shift. Could public broadcasting innovate to remain relevant, or will audiences increasingly have to navigate a patchwork of subscriptions? Join us as we track the evolution of broadcasting and what it means for audiences worldwide.

Global Streaming Trends - Spotlight on Asia

Apology for Last Week’s Omission:

In last week’s newsletter, we discussed shifting dynamics in broadcasting without mentioning Viki, the streaming platform operated by Rakuten, which plays a vital role in the Asian market. thanks to Gareth Wong for alerting me. Viki has been instrumental in making Asian dramas, variety shows, and films accessible to global audiences, offering a unique experience with community-subtitled content that connects fans worldwide.

This Week’s Highlight: Viki/Rakuten’s Impact

With the rise of global streaming platforms, Viki continues to stand out for its focus on Asian content and its subtitling community. As more platforms chase exclusive deals, Viki remains committed to accessibility, bringing an impressive range of Asian entertainment across borders. From Korean dramas to Chinese historical epics, Viki provides audiences with a robust selection of content that both celebrates and broadens access to Asian storytelling.

Why Viki/Rakuten Matters in Broadcasting’s Future:

Viki’s model, with both free and premium content, is a refreshing counterpoint to exclusive rights-driven platforms. It allows fans to watch and engage in ways that feel inclusive and community-based. In a rapidly commercialising media landscape, Viki is a reminder of how content can transcend boundaries without requiring audiences to navigate multiple paid subscriptions.

Let’s continue to shape the future of television together by pushing creative boundaries and embracing innovation. Your dedication drives our industry forward, and I’m excited for what we will achieve next.

Thank you for reading,

Jonathan Glazier

Media and content consultant, an industry innovator dedicated to advancing content and media through creative excellence.