NHL.tv versus ESPN+: a longitudinal analysis of online blackout strategies

PurposeThis study conceptualizes a typology of online blackout strategies used by NHL streaming video platforms. The proposed framework demonstrates how to use blackouts in a way that mitigates creation of negative brand value, maximizes potential positive brand value and remains financially viable. Factors that led to closing NHL.tv, and whether ESPN+ has remedied these issues are also examined.Design/methodology/approachA mixed-methods approach that combines primary data from content analyses, secondary data from NHL.com and the case study structure is utilized. Repeated cross-sectional content analyses of NHL.tv (2017–2018) and ESPN+ (2023–2024) were conducted to check for online blackouts. Results were compared with NHL.com’s blackout detector. Content analysis of customer-initiated tweets @NHLTVSupport was also conducted.FindingsFindings demonstrate high volumes of blackouts related to national licensing (i.e. MVPD) and vertical integration (e.g. NHL Network, ESPN), contradicting blackout policies from marketing materials. Vertically-integrated online blackouts were a primary source of affective brand conflicts for NHL.tv. Blackouts related to regional licensing (e.g. RSN) are more acceptable to consumers.Originality/valueFuture research can use this framework as a baseline for practitioners and academics to develop stronger understanding of online blackout strategies and their implications. The utility of this typology can be tested and improved upon through its application.