Lancashire Cricket has launched LancsTV, a new free-to-access direct-to-consumer (D2C) streaming platform that offers fans live matches, behind-the-scenes access, and exclusive content—aiming to redefine how the club connects with its supporters.
The platform, developed in collaboration with StreamAMG, offers a mix of live cricket coverage, on-demand content, and a dedicated LancsTV+ section for club members. While it mirrors some of the content available on the club’s YouTube channel, LancsTV will feature exclusive content and matches, providing an elevated viewing experience for fans.
“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. 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,” said Daniel Gidney, Lancashire Cricket’s chief executive, as quoted by BroadcastNow.co.uk.
Free access with registration and exclusive member benefits
The service is free with registration, and those who already have a Lancashire Cricket login—whether Members or ticket holders—can access LancsTV using their existing credentials. The platform will stream all non-televised men’s and women’s home domestic fixtures, offering coverage that traditional broadcasters won’t carry.
Beyond live matches, fans can expect interviews, archival footage, classic match throwbacks, and short-form documentaries, further enriching the digital cricket experience. A LancsTV+ area will be exclusive to club Members, giving additional value through special content and deeper club insights.
“We want to reassure supporters that we have no plans to charge supporters to watch LancsTV, and we fully expect the platform to evolve over time, shaped by ongoing Member feedback. 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,” said Gidney.
Soft launch success and milestone moment
The launch follows a soft rollout to Members last month and was shaped by user feedback from a previous LancsTV survey.
“I’d like to thank our Members and supporters for taking part in last year’s LancsTV survey and for the valuable feedback they have provided us since our soft launch to Members last month,” Gidney added.
To mark the official launch, the Men’s Vitality Blast fixture on 13 July was streamed exclusively on LancsTV, with future matches from both the men’s and women’s teams to be streamed on both LancsTV and YouTube in a phased transition.
A local partnership with national ambition
The platform was built in partnership with StreamAMG, a Manchester-based streaming technology provider known for delivering high-quality digital experiences in sport.
“We are incredibly proud to be working with Lancashire Cricket. As one of the game’s most historic institutions – and our local team here in Manchester – this collaboration holds special significance for us,” said Paul Hunt, managing director of StreamAMG, as quoted by BroadcastNow.co.uk.
“We look forward to supporting Lancashire’s digital growth strategy and working closely together on innovative initiatives throughout our agreement.”
A bold move in cricket’s digital evolution
LancsTV positions Lancashire Cricket among the growing ranks of sports clubs investing in their own D2C platforms to better control the fan experience, capture first-party data, and create new digital revenue and engagement opportunities—though Lancashire has emphasized it will remain a free service.
The platform aligns with broader industry trends, as cricket clubs and leagues look for ways to connect with younger audiences, strengthen fan loyalty, and expand digital reach beyond linear television.
Lancashire’s digital push, combined with the club’s openness to feedback and commitment to member-first innovation, signals a progressive strategy that could serve as a blueprint for other county clubs and even franchises globally.
