Historically, pay-TV operators have provided both exclusive movie content and live sports content. The former has been increasingly preyed upon by OTT players (e.g. Netflix). OTT players have been successful for three main reasons: offering an abundant catalogue (available anywhere at any time), at an affordable price and with a simple user interface. Therefore, the perceived value of the filmed entertainment content value proposition of pay-TV operators has come under pressure. In this article, Clemens Schwaiger and Daniel Cheaib of Arthur D. Little discuss how pay-TV operators are shifting their buying power to premium sports, and why free-to-air (FTA) broadcasters are finding it increasingly difficult to retain such live sports rights.