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

Purpose This 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/approach A 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. Findings Findings 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/value Future 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.