How has sports viewership changed with the rise of streaming?

Sports viewership has largely shifted to streaming platforms, with most age demographics now preferring online services over traditional TV for live sports.

What factors are increasing fan engagement in sports?

Engaging shoulder programming, such as documentaries and behind-the-scenes shows, along with the increasing popularity of sports betting, are significantly deepening fan involvement.

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Streaming Dominates Sports Viewing for All Ages

Q: How much are streaming services investing in sports rights?

Streaming services are investing heavily in sports rights, with projections indicating spending of $14.2 billion in 2026.

6 Feb

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Summary

Most age groups now prefer streaming for live sports over traditional TV.
Companion content and sports betting significantly increase fan engagement.
Streaming services are investing billions in sports rights for 2026.

Streaming Dominates Sports Viewing for All Ages

Live sports viewership is rapidly transitioning to streaming services, with a notable shift away from traditional TV bundles. A recent study indicates that fans across various age groups, excluding Baby Boomers, now favor streaming platforms for watching live sports. This evolving consumption pattern is significantly driven by the introduction of complementary content, such as documentaries and behind-the-scenes shows, and the increasing popularity of sports betting.

These supplementary elements are deepening fan engagement, leading to greater interest in both established leagues like the NBA and NFL, and emerging leagues such as the WNBA and Formula 1. Streaming services are responding by investing heavily in sports rights, with projections indicating spending of $14.2 billion in 2026. This surge in investment underscores the strategic importance of live sports in the streaming ecosystem.