Lancashire Cricket takes streaming into its own hands with the launch of LancsTV
Lancashire Cricket has unveiled LancsTV, a free over-the-top (OTT) streaming service created in partnership with StreamAMG.
Launched to the public on July 10, the platform provides live coverage of all non-televised men’s and women’s home domestic fixtures. Supporters can also access interviews, archive footage and short-form documentaries.
“We are incredibly excited to launch our new digital streaming platform, LancsTV, which we believe has been at the forefront of the digital space in recent years,” said Lancashire Cricket Chief Executive Daniel Gidney.
“The platform is designed to enhance the supporter experience of following Lancashire Cricket and marks a major step forward in how we engage with our fanbase.”
Fans can access LancsTV for free by registering or logging in using their existing membership credentials. A premium members-only zone, called LancsTV+, is also in development and will offer even more exclusive content.
Despite these plans, Gidney confirmed there are no intentions to introduce paywalls for the main service.
“One of the driving factors behind the development of LancsTV is to provide increased value to the Club’s Members, through the quality of our production and exclusive content,” he added.
LancsTV officially streamed its first live match on July 13, with the Men’s Vitality Blast fixture. While this match was exclusively shown on the new platform, the rest of the season’s men’s and women’s games will also be available on YouTube alongside LancsTV.
Moving away from third-party platforms
High-profile domestic games, such as Vitality Blast fixtures, are typically broadcast on Sky Sports Cricket or other major UK networks. However, these televised slots are reserved for marquee matches, leaving many games unavailable to watch.
To fill that gap, clubs like Lancashire Cricket have leaned on YouTube to stream their fixtures. The Women’s Super League (WSL) followed a similar approach during the 2024/25 season.
YouTube’s free access and broad reach make it a strong channel for attracting new and younger audiences. For example, as of October 2024, WSL matches on YouTube had accumulated over 1.5 million live views. Arsenal’s 1-0 win over Leicester on September 29 alone garnered more than 250,000 views.
However, while YouTube helps boost visibility, it offers limited control over user experience and viewer data.
Therefore, by launching its own OTT platform, Lancashire Cricket gains full control over the user experience, content presentation and audience data. This allows the club to build a deeper understanding of its fanbase, tailor content more effectively and deliver a more personalised experience.
