Facebook steers away from big sports

Facebook is backing away from the high-priced market for big-time sports, setting the social network apart from other digital media companies and drawing a line in the sand for the major leagues.

Leagues such as the NFL and Major League Baseball increasingly are looking to non-traditional broadcasters such as Twitter, Amazon and Verizon to help reach viewers who don't subscribe to cable. Amazon agreed recently to pay $50 million for the NFL's 10 Thursday night games, and Verizon reportedly will pay about $21 million to stream an NFL game in London.

Twitter recently showcased its sports content for media and advertising executives, including new shows and deals with the PGA and with the WNBA.

But Facebook executives emphasized that, while the social network may make some strategic investments in 'anchor content,” it is betting on long-form video. CEO Mark Zuckerberg said on an earnings call Wednesday that thecompany plans to pay for content by sharing advertising revenue.

The major leagues traditionally have rejected that model, preferring to sell their rights for ever-higher fees.

'The long-term goal is actually not to be paying for specific content like that,” Zuckerberg said.