In episode 37 of Acquired, hosts Ben Gilbert and David Rosenthal explore the strategic 2015 spinout of Bamtech from Major League Baseball's Advanced Media group and Disney's subsequent 2016 minority investment. They delve into Bamtech's evolution from MLB's IT department to a powerhouse in live streaming technology, enabling direct consumer relationships for sports leagues and shaping the future of television. The episode highlights Bamtech's role in pioneering sports tech deals, its impact on technology and the significance of Disney's partnership in positioning Bamtech as a potential leader in the over-the-top content distribution landscape. With a focus on core themes like business model innovation, rights acquisition, and the intersection of sports and technology, the discussion underscores Bamtech's journey from a centralized web service for MLB teams to a major player in digital media.
"Ah, freaking Forbes. God, I hate these quotes of the day. Most annoying website ever."
This quote shows David's frustration with Forbes' website, specifically their quote of the day feature, which he finds bothersome.
"Welcome back to episode 37 of Acquired, the podcast about technology acquisitions and ipos and today, spinouts. I'm Ben Gilbert." "I'm David Rosenthal and we are your hosts."
These quotes are the hosts introducing themselves and the theme of the podcast episode, which is about Bamtech's spinout from MLB and Disney's investment.
"Because not only is this one of the most interesting sports tech deals that's happened in the last decade plus, but this is actually, I think, really important to understand from just a pure technology standpoint when it comes to the future of television and things we've talked about on this show a lot with Twitch and Amazon and YouTube and even Snapchat."
David Rosenthal explains why the story of Bamtech is crucial for understanding broader technological trends in television and streaming, not just for sports enthusiasts.
"We love iTunes reviews listeners. If you like the show, if you've been listening for a long time, or if you're brand new to the show, it's how we grow the show, it's how others find us, and it lets us do more cool things and bring on more cool guests." "Our slack has been blowing up recently, so we've got a thing called Slack, and I'm sure many of you use it at work. And there's over 600 of us that are hanging out in the acquired slack."
Ben Gilbert talks about the importance of iTunes reviews for podcast growth and the value of the Slack community for engaging with listeners and discussing content.
"Our next sponsor for this episode is one of our favorite companies and longtime acquired partner Pilot for startups and growth companies of all kinds. Pilot is the one team for all of your company's accounting, tax and bookkeeping needs, and in fact now is the largest startup focused accounting firm in the US."
The quote introduces Pilot as a sponsor and outlines the services they provide to startups, emphasizing their role in allowing companies to focus on their main business by outsourcing accounting tasks.
"So Forbes calls Bamtech the, quote, 'biggest media company you've never heard of.' And this story, as Ben alluded to, they are probably as much as Netflix and Amazon and Twitch doing as much to shape the future of television in America and around the world than any other company."
This quote introduces Bamtech as a pivotal yet under-recognized player in the media industry, with a significant impact on the future of television.
"So all the way back in the year 2000, Major League Baseball, the sports league, had the foresight to start a new division within the league. And they called it Major League Baseball Advanced media. And the mission that they gave this new division was to build and operate a website for each of the 30 teams in the league."
The quote explains MLB's strategic move to centralize the digital presence of its teams under MLBAM, which initially faced challenges due to outsourcing.
"He quickly made the decision, which ends up being probably the best decision that Major League Baseball has ever made to build a tech team in house, bring on really good developers, and start owning and building out all the technology inside of BAM."
This quote highlights Robert Bowman's pivotal decision to switch to in-house technology development, leading to improved websites and a stronger tech team.
"So in 2002, the season before, Ichiro Suzuki had joined the Mariners from Japanese. And, oh, man, Ichiro is so much fun to watch. And his first season, he had won the rookie of the year and the AL MVP. And of course, he had this huge following in Japan. Pretty much the whole country was and still is obsessed with Ichiro. And they wanted to follow his games. And so Bowman decided, and Bam decided that they were going to start streaming audio of the Mariners games on the Internet so that people in Japan could follow Ichiro."
The quote describes MLBAM's initial foray into streaming, targeting Ichiro Suzuki's Japanese fanbase with audio streams, which ultimately did not meet expectations.
"So he makes one really good decision later in 2002, and that's that he realizes that because of, as you were saying, ben, the way the deal was struck between Bam and all the teams, that they have the rights to sell tickets to games online via the company's website. And so Bowman does a deal with Ticketmaster in mid 2002 to partner with them to power the sale of tickets on the team's websites."
This quote explains the strategic partnership between MLBAM and Ticketmaster, which provided a new revenue stream and financial stability for MLBAM.
"By the end of the season, they sell a nine game pennant race package. So streaming games online, people are paying for this. And then they sell a $20 postseason package, and people love it. And so then they scramble during the off season, and by the start of the 2003 season, they do a full launch of MLB tv. And for $80 for the whole season, you can stream every out of market game on the Internet."
The quote details the successful launch and rapid development of MLB.tv, which provided a new way for fans to watch baseball games and generated significant revenue for MLBAM.
"They really become one of the best technology teams in the business in terms of bringing video to consumers devices wherever they are."
This quote praises MLBAM's technological capabilities and their recognition by Apple as a leading developer of video streaming technology for multiple platforms.
"But the business keeps growing year over year. They eventually do raise prices from $80 a year for MLB tv. They raise that over time, but the subscriber base keeps growing to the point where in an interview in 2012, Bowman is quoted as saying that BAm makes about 620,000,000 in annual revenue, which is really meaningful for the league."
The quote summarizes the financial success and growth of MLBAM, highlighting its substantial annual revenue and the value it provides to Major League Baseball.
up taking 77 million from the teams after the Ticketmaster deal and then that $8 million in revenue from that 100,000 subscribers in that first season.
This quote indicates the financial success MLB experienced from their Ticketmaster partnership and subscriber-based revenue.
So they announced a partnership with WWE, the worldwide wrestling, I forget what it stands for now.
The quote refers to MLB's partnership with WWE, highlighting BAM's expansion beyond baseball into other sports and entertainment streaming.
And this is the first crack you can start to see in the seam of the live sports cable bundle package, that it could actually be coming online.
This quote emphasizes the significance of BAM's moves in breaking the traditional cable model by bringing live sports online.
The new approach moves Bam beyond just being a white label service provider, putting them in position to become an ESPN of the Internet age.
This quote from The Verge encapsulates BAM's evolution from a service provider to a potential major player in the internet streaming space.
That is kind of a crazy future, but it's also one that, and this is the next thing that kind of happens in the history and facts here, one that doesn't make a lot of sense.
The quote reflects the realization that MLB's ownership of a tech company like BAMtech did not align with the league's broader goals.
Disney announces this is August of 2016, that they're going to acquire a one third stake in the company for a billion dollars.
This quote highlights Disney's significant investment in BAMtech, reflecting the value and potential of the streaming technology company.
They're partnering with Discovery Communications, the media company that owns the Discovery Channel and many other forms of content to buy the rights to stream the Olympic games in Europe.
This quote shows BAMtech's ambition to expand globally and its strategic move into the European market with a high-profile event like the Olympics.
"But Pixar, Lucasfilm, Marvel, all the Disney videos, and now you have the guy coming from Amazon who built their Netflix competitor. You can start to see how Bam and Disney together could really be the full know."
The quote indicates that with the inclusion of a former Amazon executive and Disney's content, BAM and Disney are poised to create a comprehensive OTT service. It highlights the strategic alignment and potential for a competitive offering in the video streaming market.
"Statsig is a feature management and experimentation platform that helps product teams ship faster, automate a b testing and see the impact every feature is having on the core business metrics."
The quote summarizes Statsig's role as a tool for product teams to enhance their development process and measure the impact of new features on their business.
"This is really a way for Disney for the first time, for their content to start to have a direct relationship with customers."
This quote explains the strategic shift Disney is making by using BAM to establish a direct-to-consumer relationship, bypassing traditional distribution channels.
"I'm very surprised that Amazon didn't try and make a harder run at buying Bam here."
The quote expresses surprise at Amazon's lack of aggressive pursuit in acquiring BAMTech, considering the strategic importance of streaming technology and content distribution.
"And maybe this is all sort of an artifact of the fact that Major League Baseball is not a publicly traded company."
The quote suggests that MLB's private ownership structure may influence its strategic decisions regarding BAMTech, as team owners may have different investment objectives.
"What we're talking about here is the future of television. We're not talking about just sports."
This quote captures the broader implications of Disney's investment in BAMTech, emphasizing that the partnership represents a significant shift in the television industry, beyond just sports content.
"But what consumers hate about cable, right, is you have to pay for all the stuff you don't want."
This quote highlights the consumer frustration with traditional cable bundles, where payment is required for undesired content.
"Maybe right now what we want is unbundling and to be able to nicely get content directly from the source. But at some point we're going to have fatigue of that and there's going to need to be a rebundling."
The quote suggests that while consumers currently prefer unbundling, there might be a shift back to bundling due to subscription fatigue.
"There are two ways to make money in business. You can unbundle or you can bundle."
This quote underscores the two primary strategies for revenue generation in business, which are relevant to the discussion on consumer preferences.
"Bam started by solving a real problem... And I think it's just a great example of stairstepping your way up into an enormous company by solving real problems kind of one at a time."
This quote illustrates the incremental approach BAMTech took to grow into a large company, starting with simple solutions and building upon them.
"Do you have to make sure you don't get into a vertical versus horizontal mess there and then be both a services provider and care about your own core business that utilizes the services provider."
The quote discusses the importance of maintaining clarity between providing services and focusing on the core business, which is a theme that has emerged in the podcast.
"I predict, will go down as one of the most important, most transformative acquisitions in Disney history..."
The quote predicts the significance of Disney's acquisition of BAMTech, considering Disney's track record and strategic positioning.
"I wonder if from a people standpoint, the company is also well positioned to succeed here."
This quote reflects on whether BAMTech's experience as part of a larger organization will contribute to a successful integration with Disney's culture and business model.
"A whole lot has happened in the last couple of weeks. We won't analyze any of these, but just to list out and would love to jump in the slack and chat about them with folks."
The quote invites listeners to engage in discussions about recent industry events and developments, highlighting the hosts' interest in community interaction.
"The latest wait, but why was months in the making and is just fascinating."
This quote expresses enthusiasm for a detailed article on Neuralink, suggesting its relevance and potential interest to the audience.