Very much so. This example is about NZ$10 for one sport per month. Non STB options like this have a much lower running cost compared to Sky. I assume they just air the games and do not air features, sports shows, buildups? Sky does that well, but if Amazon and other just play the game and nothing else, that has to be cheaper for the customer. The other issue is fragmentation. I watch F1, MotoGP, Indycars, Tennis, and occasional watches from time to time such as LPGA and other bits and pieces which are added value. Pros and cons either way, but clearly, sport is the next big thing for SVOD