Will WarnerMedia Stream NBA on HBO Max?

• WarnerMedia executive Peter Scott expressed interest in streaming NBA games on HBO Max.
• The company intends to expand its live sports library but is worried about cable operators.
• If WarnerMedia acquires rights to stream NBA, it might integrate features similar to Amazon's X-Ray.

WarnerMedia is looking to strengthen its live sports portfolio by adding live NBA games to the HBO Max streaming platform. This means NBA could potentially find a new streaming partner after its deal with Turner Sports ends after the 2024-2025 season. If it can secure the streaming rights to the NBA, the service could take some tips from Amazon's X-Ray, which allows users to interact with Thursday Night Football, as well as on-screen betting and e-commerce integrations.

At the recent SportsPro OTT Summit USA, WarnerMedia's VP of emerging media and innovation, Peter Scott, said the company has plans to stream NBA on its platform in the future. He said, "It might be a destination down the road to put NBA games on HBO Max; I think there's no question about it," adding that it is a potential outcome if they can work a deal out with the cable operators, even if the company would have to pay an incremental amount to be able to distribute on HBO Max. However, NBA does not have a preferred streaming partner on a national level for its broadcasts at the moment.

The VP mentioned overlays that can be turned on and off, kind of like an Amazon X-ray, but did not specify whether we will see these implemented. "If LeBron [James] is streaming on our network, and he's got an awesome pair of sneakers, I would love to just go bing-bing [and] I can buy it," said Scott.

Turner Sports, a division of WarnerMedia, recently bagged an eight-year deal with US Soccer. This will allow it to stream over 20 US Men's and Women's National Team matches every year starting 2023 on HBO Max. The platform will also stream NHL games as part of their 7-year-deal with WarnerMedia. Currently, HBO Max streams UEFA Champions League matches in Brazil and Mexico. 

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