Over the years, a robust community of NHL content creators has formed on YouTube, with analysts and fans alike taking to the video platform to dissect footage from the game they love.
Only that very community appeared to be threatened earlier this week when several popular channels were hit with copyright claims from the league over footage that the content creators believed should have fallen under “fair use.”
The NHL is so behind the times it’s insane. The @NFL, @NBA both seem to embrace content creation and I’ve never had a problem when reasonably using footage. International hockey, the CHL and the PWHL have been communicative and seem to appreciate coverage they get.
— EckhartsLadder (@EckhartsLadder) January 13, 2025
These claims have no accurate time stamp as they are claiming the entire video. Clear abuse of the system @TeamYouTube @NHL pic.twitter.com/G9HIpvUP5s
— Hockey Psychology (@hockeypsych_) January 13, 2025
According to multiple content creators, the effects of the copyright claims ranged from having the monetization of their videos redirected to the league to some of the videos being outright blocked. In a video posted to his channel explaining the issues, popular YouTuber EckhartsLadder expressed doubt that moving forward as an NHL content creator would be viable with such restrictions.
“I can’t pussyfoot around and maybe get videos monetized if I want to upload at the same rate,” the content creator said in the video. “I also don’t want to move around from using footage… for me personally, if I can’t make this content, content which I think is engaging, where the clips add a lot of value, where you can see what I am breaking down, it’s just not worth it. And again, I won’t play around with the NHL’s dumb rules.”
By late Tuesday night, the issue was seemingly resolved, with all indications being that it was the result of a settings error that has since been corrected. However, while the temporary restricting of videos may not have resulted from nefarious intent, the entire ordeal shed new light on the ongoing issues between the NHL and the content creators who cover it.
Like any sports entity, the NHL presumably wants to reach its fans, especially in the younger demographics. Yet many content creators feel that the league isn’t just failing to embrace their efforts to do so but is actively impeding them.
In the video posted above, EckhartsLadder detailed how he had been denied media credentials from the league, which he had planned to use to enhance his online content. Meanwhile, multiple content creators and their followers noted how similar content creation hasn’t only been permitted, but also embraced by more popular leagues, such as the NFL and NBA.
“The NFL doesn’t do this. The NBA doesn’t do this. The MLB doesn’t do this,” freelance hockey writer Jesse Marshall posted to X. “You can point to this as one of the many reasons why the NHL is archaic and at the very bottom of the major professional sports in North America. That will not change one iota under Gary Bettman’s stone-age approaches and disrespect to people generating interest in the game.
“It is already *extremely* difficult to convey systems information and ideas in written or video form. Doing so without clips from a live game? Essentially impossible. Can’t be done. And the NHL itself has zero interest in bridging understanding to the game for fans.”
It is already *extremely* difficult to convey systems information and ideas in written or video form. Doing so without clips from a live game? Essentially impossible. Can’t be done. And the NHL itself has zero interest in bridging understanding to the game for fans.
— Jesse Marshall (@jmarshfof) January 14, 2025
“The NHL here, in my honest opinion, is shooting itself in the foot,” EckhartsLadder says in his video. “Us as creators, I think, are doing a great job of marketing the game, of keeping people interested in the game. In the age of blackouts, 82-game seasons, 32 teams, I’ve heard so many times that my viewers, that the viewers of these other channels, rely on our content to keep their interest in the NHL high.”
“This is golden opportunity for the @NHL to work with its creators to grow the game. I hope we can find a solution,” the X account for another popular YouTuber, Hockey Psychology, posted. “Monetization provides incentive for creators. If you want to work in hockey, it’s crucial that you know there’s a future in it. Monetization provides that. Could be an @NHL creators program? Either way, It’s the best sport on earth. Let us help you cover the game @NHL”
Monetization provides incentive for creators. If you want to work in hockey, it’s crucial that you know there’s a future in it. Monetization provides that. Could be an @NHL creators program?
Either way, It’s the best sport on earth. Let us help you cover the game @NHL
— Hockey Psychology (@hockeypsych_) January 14, 2025
Reached by Awful Announcing, the NHL declined to comment on this story.
From a micro level, this entire situation seems to primarily stem from a misunderstanding, which has largely (although perhaps not completely) been resolved. But from a bigger-picture perspective, it also appears that a boiling point between the league and its content creators has been reached and it will be worth monitoring whether the NHL makes any changes to its approach as a result.
About Ben Axelrod
Ben Axelrod is a veteran of the sports media landscape, having most recently worked for NBC's Cleveland affiliate, WKYC. Prior to his time in Cleveland, he covered Ohio State football and the Big Ten for outlets including Cox Media Group, Bleacher Report, Scout and Rivals.