Streaming platforms are becoming an increasingly important destination for live sports and events in the US, with 39 per cent of internet households watching live content through on-demand streaming services, according to research from Parks Associates.
The study, The New Live TV Model: Skinny Bundles, Sports, News, highlights how viewing habits are evolving beyond traditional pay-TV as consumers gain access to live programming across a growing range of platforms.
The research also found that 25 per cent of US internet households watch live video through free ad-supported television (FAST) services, while 21 per cent said they do not watch live video at all.
Live sports strengthen streaming’s appeal
Live sports remain a significant part of the viewing landscape. According to Parks Associates, 48 per cent of consumers watch live sports, compared with 60 per cent who watch comedy, 56 per cent who watch drama and 50 per cent who watch news.
As streaming services expand their sports, news and live-event offerings, the distribution of content across multiple platforms is making the viewing experience increasingly fragmented. Subscription video-on-demand (SVoD) providers are adding more live programming to their portfolios, while FAST services are seeking to build engagement through curated linear channels.
Michael Goodman, director of entertainment research at Parks Associates, said consumers value live content but can struggle to find and access it. Sports broadcasting illustrates the challenge, with programming increasingly spread across different services and platforms.
Goodman added that competition is no longer solely about content rights. Providers also need to make it easier for viewers to discover programming, access live events and move seamlessly between live and on-demand content.
The findings underline a growing challenge for sports broadcasters and streaming platforms: securing attractive rights remains important, but discoverability and ease of access are becoming increasingly central to the live sports viewing experience.