Traditional pay TV is losing the stronghold it once had on sports media rights. Streaming providers, in search of original and exclusive content, look to live sports to attract and maintain their user bases. The sports consumer's experience is moving online and away from traditional pay TV, resulting in yet another sector of the pay-TV demographic to cut the cord. This report examines key trends in sports content and provides an overview of the pay-TV sports media landscape, OTT sports services, direct-to-consumer trends, and the sports fan’s viewing experience. The report includes a five-year forecast for OTT sports service subscriptions and revenue in the US.
Sports: America’s Pastime
Historical View of Sports on TV
Evolution of Streaming Technology
Sports Media Rights
Premium Sports Content Retains Subscribers
Advertising and the Role of Data
Impact of Sports on Video Viewing
Fragmentation of Services
Consumer Perspective and RSNs
Direct-to-Consumer Sports Service Challenges
Demand for Interactive Features
US OTT Sports Subscription Service Adoption
vMVPDs Carve a Sports Niche
FuboTV
The Big Three (+ 2) Sports in the US
NFL – National Football League
Market Impact
Market Value
NFL Game Pass (NFL+)
NBA – National Basketball Association
Market Value
NBA TV
MLB – Major League Baseball
Market Value
MLB.TV
NHL – National Hockey League
Market Value
NHL.TV
Major League Soccer (MLS)
Market Value
SVOD Streaming Services with Sports Programming
Apple TV+
Partner Announcements
Prime Video
Partner Announcements
ESPN+
ESPN Partner Announcements
Peacock
Partner Announcements
Paramount+
Partner Content
YouTube TV
Market Forecast: US OTT Sports Service
Implications and Recommendations
Appendix
Glossary
Citations
Attribution
Sports OTT Service Subscriptions
Apple Fitness+ Adoption
Types of Sports Watched in Season
Sports Broadcast Debut
Genres of Online Content Viewed Legacy Pay-TV
Penetration of Traditional vs OTT Video Services
League Broadcast Annual Revenue
Live Sports OTT vs. Legacy Pay TV
Impact of Live Sports on Value Perception
Regional Sports Networks Ownership
Interest in Premium Sports Subscription
Interactive Features Used While Watching Live Sports
Likelihood of Using Interactive Features
Sports OTT Service Subscriptions
vMVPD Service Adoption
Major Sports Leagues Revenues 2015-2021
NFL Broadcast Media Rights Partners
NBA Broadcast Media Partners
NBA League Pass Quarterly Subscription Trends
Q1 2022 Sports OTT Service Penetration
MLB Media Rights Partners
MLB.TV Subscriber Estimates
NHL Broadcast Media Partners
NHL.TV Subscriber Estimates
Likelihood to Pay $20/Month for Sports Content
MLS Broadcast Media Partners
Apple TV+ Subscriber Estimates, 2020 - 2022
MLB.TV Subscriber Estimates
Prime Video Subscriber Estimates 2014 - 2022
ESPN+ Subscriber Estimates 2018 - 2022
ESPN Long Term Media Agreements
Peacock Growth Trend
Paramount+ Sports Partners
Paramount+ Growth Trend
YouTube TV Growth Trend
Sports OTT Subscription Forecast
Annual Sports OTT Subscription Revenue- US
© December 2022 Parks Associates
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America.
Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
