It has become a fashionable phrase, one that has infiltrated the sports industry lexicon quicker than any self-respecting executive can say over-the-top (OTT), direct-to-consumer streaming service. But what exactly is meant by the term ‘Netflix of sports’?

The term itself has been used to describe pretty much any streaming service that delivers an array of live and/or on-demand sports video content direct to consumers over the internet. But looking across the global landscape of sport, a standalone service offering such content on an a la carte basis – and which operates in virtually every market globally as Netflix does – is nowhere to be found.

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