Charlotte Hornets move all local games to free over-the-air television
The Charlotte Hornets have announced a partnership with Cox Media Group to broadcast all non-nationally televised games via free over-the-air television for the 2026-27 season. This move continues a wider NBA trend of teams shifting away from struggling regional sports networks in favor of expanded local reach and emerging direct-to-consumer streaming options.
Key Takeaways
- WSOC Channel 9 and TV64 will broadcast all regular-season games not selected for national television starting in October 2026.
- The partnership marks a transition from a 12-game simulcast experiment last season to a full 82-game local broadcast schedule.
- The Hornets plan to announce a dedicated direct-to-consumer streaming platform at a later date to complement the broadcast reach.
- Broadcasts will include full pregame and postgame coverage alongside original Hornets-produced interviews and programming.
Why It Matters
The Hornets' move signals the definitive collapse of the regional sports network (RSN) model for mid-market NBA franchises. By prioritizing reach over diminishing cable fees, Charlotte follows the Phoenix Suns' strategy of using free broadcast to rebuild local fandom amid declining pay-TV penetration. This shift forces a total rethink of team revenue stacks, trading guaranteed RSN checks for higher potential sponsorship value driven by a broader audience. As more teams exit RSN contracts due to the liquidation of Main Street Sports Group, expect the NBA to accelerate plans for a centralized local streaming hub. Analysts should monitor how this over-the-air pivot affects the team's ability to monetize local rights in the absence of traditional affiliate fees.
Additional Context
The Hornets are part of a group of 13 NBA teams seeking new media solutions after Main Street Sports Group, which operated the FanDuel Sports Networks, wound down its operations in early 2026. This move reflects a broader league-wide pivot toward a 'beam and stream' strategy. Per Sports Media Watch in August 2026, Charlotte is the fifth NBA team this offseason to secure an over-the-air affiliate deal, joining the Detroit Pistons, Miami Heat, and Milwaukee Bucks. These arrangements are largely one-year holdovers as the league prepares for a more permanent shift in how local rights are managed.
Industry reporting from Sports Business Journal in July 2026 indicates that NBA Commissioner Adam Silver is targeting the 2027-28 season for the launch of a centralized local streaming hub, with YouTube emerging as a primary candidate to host the service. This hub would ideally aggregate local broadcasts for a majority of the league’s teams, potentially including the 13 former FanDuel Sports Network partners and eventually several teams currently on NBC-owned RSNs. While the Hornets have not finalized their digital partner for the upcoming season, reports suggest the team is negotiating a separate streaming agreement with DAZN, which has been aggressively acquiring local streaming rights for NBA and NHL teams to expand its U.S. footprint.
The strategic shift to free TV is also motivated by a need to reconnect with local fanbases. Despite finishing the 2024-25 season with a 19-63 record, the Hornets saw a 4.4% year-over-year increase in average home attendance, per SportsPro data. By removing the paywall for local broadcasts, the front office aims to capitalize on this interest and reach an estimated 1.3 million homes in the Charlotte area that were previously excluded by the regional sports network model.
Read full article at cordcuttersnews.com
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