The continued growth of streaming platforms within the sector is changing how viewers consume sports, according to a new report.
GlobalData’s Media in Sport report points to the greater flexibility and broader feature sets of streaming services in comparison to traditional TV as the main factors behind the disruption.
Go deeper with GlobalData
“Users are no longer confined to accessing content solely through a television or computer, they can now watch their favourite team on any internet-connected device, including smartphones and tablets,” it notes, adding that: “Streaming services employ AI-powered recommendation engines that analyse user preferences to suggest programs aligned with the viewer's past interests and viewing habits. These advanced interfaces also provide versatile search capabilities for sports fans.”
In relation to these points, the report cites a GlobalData Sport Fan Engagement Survey which found that, while 88.3% of respondents said home was among the places they most frequently watch streaming content, 22.1% said public venues, 21.3% at a friend or family member’s home, 14.5% on the move and 11.3% at work. These findings reflect the geographic convenience afforded by streaming services.
In terms of features that respondents would like to see included in streaming services, the report variously found that 45.8% would like real-time statistics and analytics, 34.8% watching from the athlete’s perspective, 29.5% co-viewing with friends and family, 21.8% multi-language live commentary, 14.6% integrated betting capabilities and 9.6% integrated shopping/ticketing capabilities. While not all of the features mentioned here or otherwise in the survey are unavailable via traditional TV, some are, and more still can be more optimally delivered via streaming platforms.
Elsewhere, the report outlines a number of benefits for sports organisations in partnering with streaming platforms, including access to substantial and growing global audiences, viewer engagement opportunities through the likes of live chats and social media integrations, and new opportunities to offer fan subscriptions and brand advertising.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataDespite the rise of sports viewership on streaming platforms, it is noted that traditional TV still has a role to play. The report references research conducted by the Hub Entertainment Research showing that US consumers still feel that traditional broadcast TV remains the better broadcaster of live sports over streaming services.
It is also acknowledged that many countries, such as the UK, protect certain major sporting events for broadcast on free-to-air TV.
“This concept, which protects 'crown jewel' sporting events, holds significant importance for many sports enthusiasts in the UK, as it ensures that some of the world's most prominent sporting events are readily available to a wide domestic audience,” the report explains. “This approach also ensures that casual sports fans are not compelled to purchase sports subscriptions to view the most prominent events.”
