One-third of US internet households subscribe to a sports streaming service, according to a new survey by Parks Associates. The company’s latest research is designed to provide a closer look at the direct-to-consumer sports market, and how consumers are consuming sports content in general.
According to the Streaming Sports: The Fan Experience study, ESPN+ is the clear leader in terms of direct-to-consumer sports streaming services, with 19% of those surveyed indicating that they subscribe to ESPN+.
While the leader overall, the data suggests a decrease in the number of ESPN+ subscribers compared to the same quarter of the year before. At the same time, the number of subscribers remains higher than in the same quarter two years before.
ESPN+ was followed by NFL+, with 10% of those surveyed indicating they subscribe to the football-focused streaming service. Other popular services included NFL Sunday Ticket from YouTube TV, MLB TV, and NBA League Pass.
Interestingly, among all of the direct-to-consumer streaming sports services, the survey found that the NBA has the most satisfied subscribers overall.
Even though sports is highly seasonal, it also proved to be an easy resubscription choice for consumers. According to the survey, two-thirds of sports streaming subscribers maintained their subscription after the season ended, and more than half of those that cancelled indicated they were very likely to re-subscribe again when the new season begins.
Outside of individual sports services, the survey highlighted how sports continues to be a popular genre in general.
The survey found that 43% of US internet households watch live sports from any source, and 70% of sports viewers aged 18-24 watch at least one live game or match per week. That number increases to more than 87% for those aged 55 and older.
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