As ESPN Readies to Launch Its Direct-to-Consumer Product, the Sports Media Icon Begins a New Era in Its History

As ESPN Readies to Launch Its Direct-to-Consumer Product, the Sports Media Icon Begins a New Era in Its History We are on the verge of [an] industry-shaping moment - ESPN Chairman Jimmy Pitaro By Brandon Costa, Director of Digital

Wednesday, August 20, 2025 - 12:00 pm

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In a move that has been anticipated for years, ESPN will formally step into a new chapter of its storied history on Thursday with the launch of its full direct-to-consumer (DTC) streaming service and a revamped ESPN app. The initiative brings the company's entire suite of 12 linear networks as a single product directly to sports fans, untethered from the traditional pay-TV bundle for the first time.

From left: ESPN's Jimmy Pitaro, Adam Smith, Brian Marshall, Tina Thornton, Burke Magnus, and Roslyn Durant spoke about the new ESPN direct-to-consumer service and revamped ESPN App at a media event in New York City on Tuesday. (Photos: Phil Ellsworth / ESPN Images)

At a media event in New York City on Tuesday, Jimmy Pitaro, ESPN's Chairman, framed the moment with a sense of history: Today we are on the verge of another industry-shaping moment. Our mission is to serve the sports fan anytime, anywhere, and this service and the enhanced app will deliver on that promise. Fans don't just want to watch, they want to experience, they want to interact.

MORE: ESPN's Revamped DTC App Delivers Multiview, Live Game Stats, Highlight Replays

At launch, ESPN DTC will offer two subscription plans designed to meet different levels of fan engagement. The centerpiece is the ESPN Unlimited Plan, priced at $29.99 per month. This tier delivers live and on-demand access to ESPN, ESPN2, ESPNU, SEC Network, ACC Network, ESPNEWS, and ESPN Deportes, along with ESPN on ABC, ESPN , ESPN3, SEC Network , and ACC Network Extra. All told, subscribers will gain entry to more than 47,000 live events per year, as well as a deep catalog of on-demand replays, studio shows, and original programming.

ESPN Chairman Jimmy Pitaro outlines the business plan for ESPN's new direct-to-consumer service.

In addition, ESPN has structured bundling opportunities to integrate the new service with the broader Disney portfolio. At launch, fans can opt for a Disney Bundle offer that pairs ESPN Unlimited with Disney and Hulu for the same $29.99 monthly price - a strategy clearly aimed at supercharging adoption in the early months.

Future tiers are already on the roadmap. A Plus Premium plan, which folds in NFL RedZone, will roll out on September 3 at $39.99 per month. On October 2, an ESPN Unlimited Fox bundle will debut at the same $39.99 price point. Executives hinted that additional bundles are under consideration, signaling that packaging flexibility will be a key part of the service's long-term play.

The Value Proposition and Parallel Paths The company's value pitch is rooted not only in scale but also in exclusivity. It includes everything that airs on ESPN's tradition linear channels plus the extensive pool of ESPN content. That means more than 47,000 live events across the NBA, NHL, WNBA, college sports, tennis, the PGA Tour, and more at launch with Pitaro expressing the desire to grow the platform in the future both via rights growth but also partnerships. He reference both Regonal Sports Network integrations and a deeper relationship with Major League Baseball as possibilities.

ESPN's direct-to-consumer service launches on Thursday.

Perhaps just as important as what's new is what's not changing - at least not yet. ESPN is not leaving the pay-TV ecosystem. ESPN will still be available with MVPDs and various third-party services as it has been throughout its history. And while traditional carriage deals with MVPDs have not made all of ESPN's online content (historically ESPN ) available to MVPD subscribers ESPN's plan is to strike deals that give those MVPDs access to all of the Unlimited plan content.

We are running parallel paths here, Pitaro said. Fans can choose TV, or fans can choose direct-to-consumer, and all subscribers will be able to access direct-to-consumer content in the app over time. But today's focus is really on the app features and functionality.

This approach ensures that ESPN maintains its deep ties to MVPD partners, while also staking out a clear future in direct digital distribution. The company's bet is that both paths can coexist, at least for now, while audiences continue to migrate.

The offering is designed to meet fans wherever they are. Subscribers to ESPN Unlimited, whether through the DTC app will enjoy access to ESPN's flagship studio programming and original documentaries like the 30 for 30 library.

Marketing the Next Era of ESPN As much as the direct-to-consumer launch represents a bold new chapter in ESPN's business model, success will depend on ensuring fans truly understand what's available, how to access it, and why it matters. That means consumer education and a comprehensive marketing campaign have quickly become as critical as the product build itself.

This fall, we're entering a bold new era at ESPN, said Tina Thornton, EVP, Creative Studio & Marketing, Disney Entertainment & ESPN. Our launch campaign, Sports Forever, celebrates the legacy of sports and our presence in the biggest games and the smallest moments. We are showing up in new ways - personalized SportsCenter, multi-sport messaging, product UI, and now commerce through Fanatics directly in the ESPN app.

Tina Thornton offers a peek at some marketing efforts designed to educate the viewer on the product.

The centerpiece of ESPN's marketing message is as simple as it is ambitious: All of ESPN, all in one place. For the first time, the company is selling the entirety of its ecosystem directly to fans without req

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