Netflix, Amazon and YouTube establish streaming policy bloc

Netflix, Amazon, and YouTube have united to form the Streaming Access and Choice Alliance (SACA) in Washington, D.C., as they seek to advocate for consumer-friendly policies in the evolving streaming landscape. SACA was inaugurated with these three companies as its founding members, with TechNet leading the organization. Mike Ward, TechNet’s senior vice-president of federal policy and government relations, is set to lead the coalition.

SACA aims to promote policies that expand high-quality content access, preserve viewing choices, and support new entertainment formats. Their primary focus is to ensure that streaming companies can continue investing in programming, particularly live sports, which has become increasingly vital for all three founding members. Ward stated, “Americans want more content choices and flexibility in how and where they watch their favorite programming, including sports and other live events.”

He emphasized the need for a dedicated voice in Washington to argue for policies that support innovation and address consumer needs. The alliance emerges amidst a growing US policy debate surrounding sports rights, subscription costs, and the availability of major games on free television. The Federal Communications Commission (FCC) recently launched a proceeding to examine changes in the sports media marketplace and their impact on broadcasters and consumers, particularly the shift of some games behind streaming paywalls.

FCC proceedings have also highlighted the significant rise in sports rights fees, with the NFL's latest media agreements reportedly worth over $10 billion annually. The FCC is seeking input on whether these marketplace changes have made sports more difficult or expensive for viewers to access, reigniting discussions about the 1961 Sports Broadcasting Act, which grants professional football, baseball, basketball, and hockey leagues limited antitrust protection for television rights pooling and collective sales.

As the debate unfolds, regulators are questioning how this framework should apply in a post-conventional broadcasting era. The House Judiciary Committee held a hearing in June on potential reforms, with staff noting that consumers often require a combination of broadcast, cable, and streaming services to follow their favorite teams.

Critics argue that fragmented rights packages can drive up costs and make games harder to find. SACA provides Amazon, Netflix, and YouTube with a unified platform to address these discussions. Amazon currently carries the NFL's Thursday Night Football package on Prime Video, while YouTube distributes the NFL Sunday Ticket package, and Netflix has recently expanded its live programming and secured rights to select NFL games.

SACA advocates for "technology-neutral" rules, signaling opposition to regulations that distinguish streaming platforms from other distributors solely based on their delivery technology. This stance aligns with the coalition's emphasis on access and choice, placing consumer arguments at the forefront of their lobbying efforts as regulators evaluate whether the shifting market is enhancing or diminishing practical viewing options.