腾讯为什么不直播nba比赛了

  • 时间：2026-02-26|
  • 来源：93

当打开腾讯体育却找不到NBA比赛直播时，很多球迷都在问：这么大个平台怎么就突然不播了呢？这事儿啊，得从商业逻辑、政策风向到用户习惯变化三个维度来掰扯清楚。

一、天价版权背后的算盘

咱们先说说钱的事儿。2019年腾讯用15亿美元签下5年NBA独家转播权，按当时汇率算，每天光版权成本就得烧掉82万人民币。可这两年广告主的日子也不好过，特别是运动品牌投放明显缩水，加上会员订阅增长放缓...这时候腾讯可能就得琢磨了：这笔买卖到底还划不划算？

二、看不见的政策风向标

记得莫雷事件那会儿，腾讯就停播过一阵火箭队比赛。最近几年国家对文娱内容的监管愈发严格，特别是涉及境外赛事转播的文化安全审查。NBA作为美国文化输出的重要载体，转播过程中要规避的敏感点越来越多，稍有不慎就可能踩雷。

三、商业策略的悄然转向

  • 发力自制赛事IP：像《超新星运动会》这类自研内容，版权完全自主可控
  • 短视频赛道卡位：把资源倾斜给微视、视频号，毕竟短视频的用户粘性更高
  • 技术布局调整：元宇宙、云服务这些新基建，可比体育版权更符合集团战略

四、用户习惯的蝴蝶效应

现在年轻人看比赛的习惯真是变了！据我观察，地铁上十个看NBA的，八个都在刷短视频集锦。完整看完一场比赛？对95后来说可能不如看《三分钟神仙球合集》来得痛快。这种变化传导到平台方，自然会影响内容采购策略。

不过话说回来，腾讯手里还握着NBA到2025年的版权。现在只是不直播，点播回放、周边内容照样更新。这操作挺有意思——既保住合作不断，又降低运营成本，还能观望行业变化。要我说啊，这商业决策背后的进退之道，可比球赛本身精彩多了。

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