According to new data, one-third of US internet households now subscribe to a direct-to-consumer sports-specific streaming service like NFL+, NBA League Pass, MLB TV, ESPN+, UFC Fight Pass, Dazn, Willow, and F1 TV.
While a third might subscribe to a streaming service specifically for sports, the latest data from Parks Associates and InterDigital found that as much as 43% of consumers in US internet households classify themselves as ‘sports viewers’ in general.
Of that number, 40% report only watching sports via streaming services. These viewers also watch across a variety of streaming services, including SVOD services, DTC sports services, streaming pay-TV services, and social networks.
According to the report, an additional 30% watch sports content via both streaming and broadcast/antenna or traditional pay-TV services.
“The sports media landscape is transforming, as sports programming transitions from traditional broadcast and cable networks to streaming,” said Michael Goodman, Senior Analyst, Parks Associates. “Sports fans now have more ways than ever to engage with their favorite teams or sports. Many niche sports and out-of-market matches, previously unavailable, are now easily accessible, which can expand the sports audience, and providers have new opportunities to engage viewers in interactive activities, such as multicasts, live chats, and in-game betting, provided the experience is easy and seamless.”
As anyone who subscribes to a streaming service for sports will already know, sports can be expensive, and this helps to generate higher revenues. In fact, the report suggests DTC sports service viewers are the heaviest spenders on streaming video services overall, spending an average of $111 each month on subscriptions.
In spite of this heavier spending, live sports viewers often have to put up with a less than ideal streaming experience, frequently dealing with a variety of streaming issues, including buffering and latency.
“Sports viewers should not have to deal with technical issues when watching their favorite sports teams. The broadcast and streaming ecosystem needs to work together to alleviate pain points or risk damaging their reputation for future events,” said Lionel Oisel, Head of Video Labs, InterDigital. “While streaming services need to think holistically about the challenges that come with live video streams, more advanced video codecs can significantly reduce buffering and latency and improve the overall user experience.”
On a wider note, the report found that as much as 89% of US internet households subscribe to subscription-based streaming platforms in general.
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