Observed Signal · Jun 26, 2026 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Kiswe Helps Teams Reclaim Streaming Revenue
The article profiles Kiswe and co-founder Wim Sweldens on how sports franchises can reclaim distribution, fan data, and monetization by operating their own direct-to-consumer (D2C) streaming platforms. Using a case study with Smith Entertainment Group (SEG), the piece highlights that team-owned platforms capture first‑party viewing and interaction data, drive lower churn because fans remain loyal to teams rather than apps, and enable flexible monetization (pay‑per‑view, subscriptions, dynamic ad insertion, sponsorships). The article notes broader industry moves away from the legacy Regional Sports Network (RSN) bundle — citing multiple MLB teams ending broadcast contracts, the Angels creating their own network, and MLB taking over Detroit broadcasts — and mentions NBC Sports is building a comparable solution at scale.
Teams reclaiming distribution and first‑party data via D2C streaming affects audience ownership, retention dynamics, and ad monetization models across CTV/OTT; successful case studies (SEG+) suggest a replicable shift but not an immediate platform-level policy change.
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Key Takeaways & Evidence Grounding
- Wim Sweldens is co‑founder of Kiswe and champions D2C streaming owned by teams rather than third-party rights sales.
- Kiswe returns viewing preferences, device choice, and in‑stream interaction data directly to the content owner.
- Smith Entertainment Group's SEG+ platform, built on Kiswe infrastructure, reported 40% subscriber growth over two years and 75% growth for its Mammoth+ hockey tier in year one.
- Kiswe's monetization stack includes pay‑per‑view, subscription, dynamic ad insertion (DAI), and sponsorship.
- Several MLB teams ended broadcast contracts; examples include the Angels building their own network and MLB taking over Detroit's local broadcasts.
Connected Companies & Entities
3 Entities mapped“Wim Sweldens, co-founder of Kiswe, built a company around a different premise: don't sell your rights, sell your content....”
“At least nine MLB teams ended their broadcast contracts rather than continue operating inside a model that no longer worked....”
“NBC Sports is building toward a version of this at scale...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
StreamAMG and Kiswe Expose Hybrid Sports Rights Gap
An industry analysis argues the next competitive advantage in sports rights will be deal architecture rather than exclusivity or scale. A Looper Insights survey of 52 senior executives showed strong support for hybrid distribution models that combine linear, streaming and D2C. The piece contrasts two vendor strengths: Kiswe’s backend flexibility (used to power three distinct experiences for a single AEW event) and StreamAMG’s subscriber-focused monetization (illustrated by the World Curling Federation scaling from 12,000 to 30,000 users after rebuilding on an owned OTT). The article identifies a market gap: no single vendor currently unifies distribution flexibility, monetization, audience measurement and campaign planning needed for hybrid rights windows. Fragmentation is already creating audience friction, requiring sharper segmentation and measurement for buyers.
Regional Sports Networks Evolve as Teams Shift to In-House Streaming
The article analyzes the decline of traditional regional sports networks (RSNs), tracing their history from early cable channels to the collapse of Bally Sports and the emergence of team-owned streaming platforms. It highlights how cord-cutting and rising carriage costs made the old model unsustainable, prompting teams like the Atlanta Braves, Texas Rangers, and Los Angeles Angels to launch their own networks. The Detroit Pistons signed a local media deal with Scripps Sports. The piece argues that teams are becoming their own media entities, controlling pre-, live-, and post-game content, and suggests this in-house approach may define the future of local sports broadcasting.
Agencies Push Agentic Media, Address Client Rogue Fears
At Advertising Week, media agencies are advancing agentic advertising initiatives while addressing client concerns about rogue AI activity. Dentsu's Carat partnered with NBCUniversal, Freewheel, and Newton to launch a planning, buying, and optimization agent for upfront investments, with a luxury retail client already using it. Tinuiti launched a 'Bliss Point Model Context Protocol (MCP) Server' to integrate measurement with AI agents. Stagwell relaunched Assembly as Stagwell Media with its agentic system Machine OS. Executives emphasize human oversight, governance, and approval thresholds to build trust. Additionally, the article discusses the importance of 'moments' in commerce media, with examples from ExxonMobil, Dollar General, and Pepsi's Nordic campaign with Wolt.
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