The NBA playoffs are just around the corner sparking on-court fierceness and enthusiasm. But behind the scenes, an equally competitive, high-stakes contest persists, one that could redefine how we watch basketball for years to come. Currently, Walt Disney Co., home of ABC and ESPN, Warner Bros., Discovery Inc., and TNT are in an exclusive negotiating window to renew their media rights with the NBA, set to expire next summer.

Joining the two incumbents in the bid will be Amazon, Apple, Comcast through NBCUniversal, Google through YouTubeTV, and Netflix. With the technology giants now joining the competition, the NBA’s impending media rights deal has employees at ESPN and TNT on pins and needles.

Charles Barkley addressed this issue in a recent episode of CNN’s King Charles, expressing, “There’s a lot of nervousness at TNT and ESPN. We’re your partners in NBA. We know that the bidding’s coming up and Amazon, Apple, and NBC are gonna make a play.” Hopefully, NBA Commissioner Adam Silver’s response gave the TNT host some peace of mind.

According to Silver, his main objective with the new deal is to make the games as accessible as possible for the fans, something TNT and ESPN have been doing wonderfully over the last nine years. “You know, frankly, when I’m sitting down to talk about television media, I wouldn’t be doing my job if I didn’t think of the fans first… If we don’t find a way to present our game on networks where people can find and present in a place where they produce it the way you and your colleagues do at TNT, you know, and great job the ESPN does, people aren’t going to watch it,” said Silver. That being said, with the world going digital, it’s about time the NBA did too.

Digital streaming offers more than just games

As games transition from cable TV to OTT platforms, the shift offers more than just a change in viewing medium—it opens a world of new possibilities. Digital platforms create opportunities for fans to explore player-endorsed merchandise, from signature shoes to jerseys, with just a few clicks. Plus, it also offers a medium for people who want to listen to commentaries not just during the break but throughout the game, as well as for those interested in a play-by-play while watching the game.

Furthermore, digital streaming allows for a more inclusive viewing experience. Fans can now enjoy the game in various languages and dialects, making the NBA more accessible and appealing to a global audience, which makes up 75% of the NBA’s viewership.

Silver added that the NBA has distributed rights to about 215 countries and territories but it is not so accessible when it is ‘network-to-network’. “Think of where Netflix is growing, on a global basis, I think 260 million subscribers and most of that growth now is coming globally. So, we’re in a really interesting time from a media standpoint,” Silver expresses and the fans eagerly await. 

Read More: NBA G-League Ignite: Adam Silver’s Failed Experiment Slapped With Stinging Reality Check, via ESPN Veterans