How much is Apple TV Sunday Ticket?

As a football fanatic, keeping track of all the games and streaming options can quickly get confusing. NFL Sunday Ticket has long been the holy grail for following out-of-market NFL action. But with the news that Sunday Ticket is moving to YouTube TV in 2024, you may be wondering what it all means for cord cutters.

In this guide, I‘ll break down everything you need to know about Sunday Ticket – from what it offers to how much it costs and why the tech giants have been battling over the rights. I‘ll also provide some streaming alternatives so you can make the best choice for catching all the NFL action. Let‘s dig in!

## What is Sunday Ticket and What Does it Provide?

For the past 28 years, NFL Sunday Ticket has been exclusive to DirecTV satellite subscribers. This premium package allows you to watch any out-of-market Sunday afternoon game across all networks – CBS, Fox, NBC and ESPN.

That means if you‘re a Steelers fan stuck in Seattle, Sunday Ticket would let you watch all the Steelers games each Sunday that wouldn‘t normally broadcast locally. No other package provides this level of access to watch ANY team you want, every Sunday.

In addition to the basic Sunday afternoon games, Sunday Ticket packages and pricing includes:

– **Sunday Ticket Max** – $395.99/season
– All out-of-market Sunday games
– NFL RedZone channel with simultaneous live look-ins
– DirecTV Fantasy Zone channel
– Streaming access via NFLSUNDAYTICKET.TV

– **Sunday Ticket** – $293.96/season
– All out-of-market Sunday games
– Streaming access

– **Sunday Ticket Student** – $119.99/season
– All out-of-market Sunday games
– Streaming access
– Exclusively for college students

– **Sunday Ticket U** – $199.99/season
– All out-of-market Sunday games
– Streaming-only access
– For colleges students that can‘t install satellite

There are also single team options for following just one out-of-market team. But these packages provide the full experience.

## Why Sunday Ticket has been Essential for DirecTV‘s Business

According to DirecTV‘s last reported figures, Sunday Ticket had around 2 million subscribers as of 2019. Based on the average $293.96 fee for the basic package, that equates to **over $500 million per year** in revenue.

And the importance goes beyond just direct revenue. Industry analysts have estimated that **Sunday Ticket drives 30% of DirecTV‘s satellite subscriptions.** It‘s been the crucial package locking subscribers into long-term contracts.

DirecTV parent company AT&T reported a 9% year-over-year drop in premium TV subscribers in Q3 2021. Losing exclusivity of Sunday Ticket could be the final blow that hastens DirecTV‘s subscriber bleed.

Make no mistake, Sunday Ticket has been one of the most important sports rights in all of television for over two decades now. Understanding its massive value helps explain why tech giants like Apple have been willing to put up billions to try and acquire it.

## The High-Stakes Bidding War for Sunday Ticket Rights

With DirecTV‘s exclusivity deal set to end after the 2022 NFL season, Sunday Ticket rights went up for bid among major players like:

– Apple
– Amazon
– Disney (ESPN/ABC)
– Google (YouTube TV)
– NBCUniversal

Winning Sunday Ticket represented a huge opportunity for these companies. According to the Wall Street Journal, Apple offered to pay **$2.5 billion per year over the length of a 10-year contract.** That‘s an insane amount of money, especially considering DirecTV currently only pays around $1.5 billion annually.

Unfortunately for Apple, the NFL decided to go with Google instead, awarding Sunday Ticket rights to YouTube TV reportedly for around **$2 billion per year through 2033.** So why where the tech giants so willing to massively overpay?

## Why Apple and Others Covet Sunday Ticket

For companies like Apple, Amazon and Google, live sports represent the holy grail of streaming content. Sports is perhaps the last bastion still driving traditional cable/satellite subscriptions. Acquiring Sunday Ticket rights would allow a streaming platform to significantly close the gap for cord-cutters.

Additionally, having NFL games helps massively with customer acquisition and retention. Apple likely would‘ve bundled Sunday Ticket into its Apple TV+ service that currently has around 40 million subscribers. Offering Sunday Ticket could have driven millions of new Apple TV+ signups.

Tech giants are willing to operate at a loss, even to the tune of billions, in order to bulk up subscribers. Once customers are locked into a streaming ecosystem like Apple TV+, it‘s easier to generate revenue through add-ons and by keeping them from churning.

Beyond the raw numbers, live sports can help grow engagement and increase streaming hours. That results in more data to improve recommendations. For Apple, it would also lead to lucrative incremental services like sports betting.

## How Apple Could Have Integrated Sunday Ticket into TV+

If Apple had won the rights, Sunday Ticket likely would have been bundled directly into the Apple TV+ app. This would mirror how they handle **MLB on Friday Nights** through a live sports tab in the TV+ app.

Apple brought lots of tech-focused enhancements to their MLB streaming like Next-Gen Stats, replays, and alternative audio feeds. We could have expected similar treatment for Sunday Ticket like a Fantasy Football channel with live stat overlays.

Games would have been available across all Apple devices and on smart TV platforms with the Apple TV app, allowing flexibility. Apple would heavily market Sunday Ticket to grow its subscriber base.

It‘s impossible to definitively state numbers, but I estimate **bundling with TV+ could have driven 5-10 million new Apple TV+ subscribers in year one**, plus additional NFL fans joining in future years. Those are huge numbers that illustrate why breaking the bank for Sunday Ticket made sense for Apple.

## A Big Win for YouTube TV

While Apple came up short, YouTube TV landed the huge victory by securing next Sunday Ticket rights from 2023 through 2033. Industry reports suggest Google will pay **around $2 billion annually**, a sizable increase over DirecTV‘s current fee.

YouTube TV will offer Sunday Ticket as an add-on package for subscribers. Based on the pricing tiers DirecTV currently offers, users can expect to pay an additional **$300 or so for YouTube TV with Sunday Ticket** next season.

That‘s far cheaper than the $300+ for the satellite service itself, plus the $293.96 Sunday Ticket upcharge. Landing exclusive access to Sunday Ticket gives YouTube TV a massive leg up against competitors like Hulu Live, FuboTV, and Sling TV.

This package will surely drive a surge of sign-ups for YouTube TV, which currently reports around 5 million subscribers. I‘d project **Sunday Ticket boosting YouTube TV subscribers by at least 15-20% or more.**

## Will Apple Get Another Shot Down the Road?

While Apple failed to land Sunday Ticket during this recent round of negotiations, don‘t expect them to abandon efforts to acquire premium NFL rights in the future.

There are still 3 years left on DirecTV‘s current contract after 2022. When the new Sunday Ticket deal ends in 2033, Apple will certainly be ready to make another push.

Apple remains highly committed to growing its sports streaming offerings. The company has a decade-long deal with MLB worth $85 million per year. They also landed exclusive rights to stream every MLS game starting in 2024 for $250 million annually.

Unless YouTube TV‘s subscriber numbers skyrocket into the tens of millions thanks to Sunday Ticket, I‘d expect Apple to reemerge as a bidder once the rights are back on the table.

## Alternatives for Watching NFL Without Sunday Ticket

While Sunday Ticket provides unmatched NFL coverage, several streaming options exist if you want to cancel satellite but don‘t need access to every game:

#### NFL+
– $9.99/month or $79.99/year
– Live local & primetime regular season games on mobile/tablets
– Full game replays
– Condensed game replays
– Live game audio

**Best for:** Mobile streaming access to local team games and out-of-market primetime games. Good complement to an antenna.

#### Amazon Prime Video
– Included with $14.99 monthly or $139 annual Prime membership
– Exclusive Thursday Night Football streaming

**Best for:** Fans who want access to Thursday Night games without cable.

#### Paramount+
– $4.99/month or $49.99/year with limited ads
– Live CBS games available in your region

**Best for:** Budget option to stream live CBS games.

#### Peacock Premium
– $4.99/month or $49.99/year
– NBC Sunday Night Football halftime and postgame shows

**Best for:** NFL fans who want access to NBC‘s premium Sunday night coverage.

#### ESPN+
– $9.99/month or $99.99/year
– Out-of-market live simulcast of Monday Night Football

**Best for:** Diehard fans who need to watch MNF live out-of-market games.

#### Locast.org
– Limited local channels, available in 36 of top 50 U.S. markets
– Supported by donations (suggested $5 monthly) to the nonprofit

**Best for:** Completely free option for local broadcasts including NFL games in select markets where available.

#### NFL App
– Free access to stream NFL Network, NFL RedZone, NFL Films programming, live radio, and game replays

**Best for:** Free access to NFL content live and on-demand. Requires logging in with cable/streaming credentials to unlock certain content.

The best option depends on your budget, how many games you need access to, and whether you prioritize live broadcasts or on-demand replays. Many services offer free trials, so sampling a few may help find the right fit.

## Predictions for the Future of NFL Streaming

The era of NFL streaming is now in full swing. Beyond Sunday Ticket‘s move to YouTube TV, Amazon Prime Video secured exclusive rights to Thursday Night Football through 2033.

I predict we‘ll see other high-profile packages hit the open streaming market soon. Sunday afternoon and Monday night games could move to new broadcasting partners over the next 5 years.

We should also see more a la carte options direct from the NFL. They already offer NFL+ for $9.99/month. Don‘t be surprised if we someday see offerings like NFL RedZone as its own standalone streaming product.

Pricing should come down across the board as competition heats up. Services like NFL+ may eventually be included free with other streaming subscriptions.

Technology like augmented reality and VR will allow for more immersive NFL viewing experiences. Imagine choosing from multiple vantage points or interacting with 3D overlays using an AR headset.

While broadcast TV remains relevant, the NFL clearly understands digital and streaming are the future. As younger generations cut the cord, the league knows it must pivot to meet audiences where they are – on phones, tablets, connected TVs, and beyond.

No matter who ends up with the rights in future negotiations, the golden era of NFL streaming has arrived. As both a football fanatic and home technology contributor, I can‘t wait to see how the fan experience evolves thanks to technology!