Everything old is new again” proves one thing about clichés: clichés endure because they are often largely true.
Few industries reflect this more clearly than sports, both in product development and promotional strategy.
A recent example comes from NBC securing new media rights deals with the NBA and MLB. Front Office Sports recently highlighted how NBC is embracing a “NEW-stalgia” concept for its basketball and baseball coverage.
This includes leaning into “the fuzzy feeling many fans had for their previous coverage of both leagues.” NBC revived its iconic “Roundball Rock” theme to open its NBA broadcasts and secured Michael Jordan as a “special contributor” for basketball coverage. NBC is also bringing back Bob Costas as host of its Sunday Night Baseball.
These product decisions are recent examples of how sports properties increasingly lean into NEW-stalgia. Teams routinely use NEW-stalgia in promotional campaigns—from theme nights to bobbleheads to throwback jerseys.
Why are sports decision-makers turning to NEW-stalgia while simultaneously investing heavily in new technologies and platforms, such as generative artificial intelligence (AI)? One possible answer comes from behavioral consumption data.
Sports are not the only entertainment vertical leaning into a NEW-stalgia-driven strategy. Netflix, widely known as a pioneer in streaming distribution and content, has long championed data-driven decision-making.
This is one reason many observers questioned why Netflix would pursue an $82.7 billion all-cash deal to acquire Warner Bros. Why would “television’s great disruptor” want to buy what many consider a legacy media business?
The frequently reported reason is Warner Bros.’ extensive content library. While Netflix subscribers do watch original hits such as Stranger Things, the company has consistently observed strong engagement with “comfort watching” of familiar movies and shows. The Warner Bros. acquisition aligns with Netflix’s “evergreen future” strategy, similar to its 2021 decision to pay $500 million for five-year distribution rights to Seinfeld.
Netflix is not alone. Amazon’s $8.5 billion acquisition of MGM was also centered on legacy content, including rights to distribute all James Bond films.
Both companies appear willing to make these large bets because the data shows that audiences continue to watch, and pay for, legacy content. Although expensive upfront, legacy content can be revenue accretive and profitable long-term investments.
Companies pay once and then repeatedly monetize content that subscribers return to watch. This also reduces churn given familiar content is what users come back to platforms to watch. Retaining existing customers is typically far more profitable than acquiring new ones.
The success of NEW-stalgia does not mean new technologies, products, or strategies are unimportant. Instead, it underscores the importance of focusing on what customers do rather than what they say or what media narratives emphasize.
For example, surveys data does not always reflect that people subscribe to Netflix to watch Seinfeld. Media coverage often spotlights Netflix originals such as Stranger Things, KPop Demon Hunters, or Squid Game. While original content is often a catalyst for new subscriptions, legacy and familiar content—especially sports—is frequently the reason people stay on streaming platforms.
This is one reason ROAR emphasizes behavioral data (though not exclusively) to generate insights that support commercializing mixed-use developments and monetizing sports assets. Understanding what people actually do should drive decision-making inside and outside venues to create incremental revenue and profit.
Contact ROAR for more information on how your organization can implement behavioral-based data to improve strategic decision-making.