Tech companies like Facebook and Twitter have cooled their interest in broadcasting sporting events.

Amazon, Facebook, Twitter and YouTube competed for the right to show NFL games on Thursday in 2017 and the industry began to anticipate the possibility of those tech giants routinely bidding for games.

Bidding from tech companies hasn't materialized in the years since then.

“There’s no shortage of sports content across social networks, but the behavioral data shows consumption tends to be in a shallow way. They don’t lend themselves well to long-form content consumption,” said Phil Stephan, director at sports marketing agency Two Circles. “Users don’t engage with content for longer than a few minutes, and this will be a hard behavior to break if they look to push long-form live content on their platforms.”

Facebook director of global sports partnerships Peter Hutton said his company has no plans to place any big bids on sports rights in the near future.

Over-the-top companies like Amazon Prime, Disney and Dazn are slowly testing the waters with rights seemingly at their zenith considering the future of cable companies in a cord cutting era.