The sports media sector is undergoing rapid change, with streaming aggregators attempting to reconsolidate the landscape for greater efficiency but still falling short of traditional broadcast models in reach and revenue. This shift underscores the need for a broader commercial framework between rights owners and media partners, moving progressively to new distribution and monetization strategies from legacy ones. The industry must stay relevant to all fan segments, especially younger fans and niche communities, by embracing growth and innovation drivers like AI, private investment, and geographic expansion.
Industry leaders need to fundamentally rethink the entire fan experience to attract younger fans to their sport, and that goes beyond providing free highlights on social media.
CEO, Sports Technology Provider
Live sports still draw audiences, as seen during the 2024 Summer Olympic Games, which broke viewing records on both linear TV and streaming worldwide. Our survey findings confirm that interest in live sports remains high across all generations, with approximately 60% of sports fans across all geographies saying they tune in to televised sports at least monthly.
However, younger generations show less interest in live sports than their elders, potentially endangering the lifeblood of the industry. Our findings show that younger fans favor short-form and on-demand sports content, like highlights, citing the convenience and the abbreviated "to-the-point" nature of short-form video. Emerging categories of sports lifestyle content, like the hit sports docuseries pioneered by Netflix, further contribute to changing sports media habits and preferences.
But beyond evolving content preferences, today's fans face two major hurdles in engaging with sports: content discovery and access. Sixty-six percent of sports fans report having difficulty accessing their favorite live sports, many of which sit behind subscription paywalls. Among the fans who struggle to watch live sports, 56% say they would spend more time watching sports if available on their main viewing platform.
What's more, today's pricing models, which often require fans to take on multiple "all-you-can-eat" subscriptions, are turning them off. Some 43% of sports fans say they're unwilling to pay for content at current pricing models. If converted, this segment could be a sizable opportunity for the sports industry.
The old models will have to change and, to achieve this, giving more attention to fans is key, including by leveraging data around live experience—both broadcast and on-site – and through first-party digital platforms.
Sandy Case, SVP Sport, Creative Technology
Sports executives are worried. Sixty-five percent of them see the erosion in relevance of live sports as a problem. We believe it's essential for media rights owners to sustain and grow their fan base by building a path from top-of-funnel interest to paid subscriptions. The properties who do this will emerge as clear winners in fan base growth.
To address these challenges and retain fan loyalty, rights owners should act urgently. We recommend the following:
- Elevate the core live product while treating adjacent content lifestyle documentaries, highlight reels, etc. — as standalone verticals. Take into account diverse consumer profiles (from avid fans to casual fans, older generations, and younger generations) and media buyers.
- Build a balanced consumer journey that starts with top-of-funnel channels (like social media) and ends in paid subscriptions. Consider various platforms, niche content creators, and communities.
- Engage price-sensitive and casual fans through differentiated products and pricing. Prioritize content value (e.g., advertising experience, resolution, shared accounts) over volume.
- Expand distribution efforts beyond legacy media to target smaller, more niche communities of fans. Experiment with business models that can incentivize content creators and hyperlocal media gatekeepers.
While Gen Z and millennial sports fans may not share the same appetite for live games as their predecessors, media rights holders can find ways to ensure that sports content remains discoverable and accessible across a range of platforms and at multiple price points.