Commenting on the English Premier League (EPL) launch of its direct-to-consumer streaming, SMU Associate Professor of Marketing (Education) Seshan Ramaswami said that the streaming service announced by EPL is a continuation of the phenomenon of entertainment brands moving to direct-to-consumer services. Assoc Prof Ramaswami added that having its own platform will enable the EPL to understand its customers directly and collect plenty of data at the individual fan level. He said that there is typically some surplus gained when intermediaries are removed, and consumers should be able to gain a little in terms of lower prices. He also noted that other major sporting events, such as the Olympics, may follow suit.
