The term “direct-to-consumer” (DTC) was meant to represent something powerful. For sports teams, leagues and creators, it promised unfiltered access to fans and audiences without the barrier of third-party intermediaries. It promised commercial freedom for those brave enough to take control of their own distribution and brands. Yet as the digital landscape has evolved, particularly with streaming giants making bold moves into live sports, the definition of DTC has morphed into something else. What we often refer to as DTC today frequently leaves content owners stuck with shifting algorithms, unclear revenue shares and limited audience insights. Today’s DTC is not truly direct-to-consumer. It’s digital tenancy.

Consider the sports streaming landscape. Netflix has carried NFL games and is slated to stream the upcoming Canelo Alvarez vs. Terence Crawford boxing match, while Amazon Prime Video continues to expand its formidable “Thursday Night Football” franchise. These are undeniably significant moves, bringing live sports to massive digital audiences. However, while these services are often

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