BT is to launch a monthly pass allowing sport fans to watch content including Premier League and Champions League football without a contract for the first time, as viewers move away from high-priced, long-term deals towards the flexibility offered by streaming services such as Amazon and Netflix.
BT has previously used its portfolio of rights, including Premiership Rugby, boxing and wrestling, as a carrot to lock consumers into contracts for broadband, phone and TV services.
The new £25-a-month pass allows anyone to dip in and out of BT Sport without having to pay hundreds of pounds over an annual contract.
Richard Broughton, an analyst at the media consultancy Ampere, said: “There is an increasing expectation in the market for flexibility, with long contract periods now off-putting to many consumers. It is also a nod to how competitive the market is getting.”
Last week, Amazon successfully livestreamed its first 10 Premier League matches. The matches were accessible to subscribers to Amazon’s Prime service,…