The sports betting market grew in 2022. With five new states legalizing mobile wagering last year, that is not a surprise. The overall take for sportsbooks was $93.4 billion. That is a whopping 84% growth over 2021.

With so much money coming from new markets, Variety wanted to get an idea of how much the sports betting industry is actually growing versus how much of the growth is artificial.

The study from the publication’s VIP+ shows that in markets with a full year of mobile wagering on the books before 2022, the growth is slower but still significant at 19%. Writer Gavin Bridge suggests that the statistic could hold the answer for the future of regional sports networks.

“While winning money was the most popular reason for sports betting, data provided by VIP+’s research partner CRG Global in our ‘Sports Gambling & Media‘ report show that one of the most popular reasons was that betting ‘makes the games I watch more exciting,’ with several other reasons relating to watching televised games also important to some betters,” he writes.

With regional sports networks looking for a new model in the face of serious economic uncertainty, Bridge points to Comcast’s regional NBC Sports networks as a reasonable path forward.

Through its partnership with PointsBet, NBC offers alternate broadcasts of the local teams it covers that have a gambling focus. The alternate feed have not been available for every game on the RSNs, but Bridge writes that we could see more of that in the future.

“With the state of the RSN business a little hazy for some networks, closer integration with gambling is something that VIP+ expects to be leant into more in an effort to engage the most passionate local fans. Ultimately, sports betting overlays and alternative game feeds can be anticipated for most major sports in the coming years as media partners look for new revenue streams and ways to engage fans for longer.”

The first two rounds of the 2023 NCAA tournament are in the books, and the TV ratings indicate historic viewership.

For the first round on Thursday and Friday of last week, games accomplished a total audience delivery of 9.2 million viewers. This was for contests on TBS, CBS, TNT and truTV in addition to streaming on March Madness Live.

Action on Thursday averaged 8.4 million, up 2% compared to 2022.

On Friday, game broadcasts averaged 9.3 million, making it the most-watched first round ever.

The Sweet 16 tips off on Thursday this week.

The NBA will be heading to the negotiating table soon for a new media rights agreement, and it appears almost certain the league will incorporate a streaming element into the deal.

Amazon is believed to be looking to add the NBA to its lineup of live sports offerings. The tech giant is entering the second year of a $1 billion per season deal to be the exclusive home of Thursday Night Football.

The NBA is looking to earn anywhere from $50-75 billion in the next rights deal, almost triple the value of the current deal expiring in 2025.

Talking to David Samson on the podcast Sports Business, Meadowlark Media CEO and former ESPN president John Skipper was asked if he believed the existing packages with ESPN/ABC and Warner Bros. Discovery would triple in value without an Apple or Amazon. Skipper explained that the answer is a bit nuanced.

“No, but they don’t have to for the NBA to triple their national broadcasting revenue,” he said. “I think it’s not a crazy sum to think that they may approach it or they may actually reach it. They’re not going to have two packages when this is over. They’re gonna have at least three. So you don’t have to triple all the packages to triple the money.”

Skipper added that in terms of Warner Bros. Discovery seeming to take the stance of not wanting to overpay for NBA rights, it’s sort of a losing mindset for the competitors out there in the media rights space.

“I don’t think you can get out a spreadsheet and kind of go, ‘OK I don’t need the NBA anymore,'” he said. “Because somebody else is going to pay an exorbitant number. I’m like OK great I hope you continue that practice, because then we’ll have all the rights someday.”

“Rights go up. They look terrible in the beginning, by the end they look great,” Skipper added. “That’s why broadcasters should do long-term deals. I think the NBA will get somewhere between 200-350% more money in this round of deals than they did last time.”