Parks: 38% of U.S. Internet Homes Subscribe to Sports Streaming Service
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About 38% of U.S. internet households subscribe to at least one sports-specific streaming service, up from 4% in 2019. The NFL is the most popular sport, with 82% of sports viewers regularly watching NFL content across linear TV and streaming during the season, according to new data from Parks Associates.
Pure-play streaming platforms, such as Netflix and Prime Video, plus hybrid agreements with platforms such as NBC/Peacock and CBS/Paramount+ now account for upwards of 33% of the NFL’s total broadcast revenue. The data underscores how live sports streaming is reshaping the economics of leagues, teams, and media distributors, according to Parks.
“Sports have become the backbone of live streaming adoption,” Michael Goodman, senior contributing analyst at Parks, said in a statement. “The ability to deliver interactive, data-driven, and personalized experiences is changing how audiences connect with their favorite teams and leagues. Our research illustrates the huge potential for new monetization models as engagement deepens across connected screens.”
On average, internet households watch 4.2 different sports in season, spanning major leagues and collegiate athletics. Following the NFL, 55% households watch college football, 53% follow the MLB, and 46% watch the NBA, with additional audiences for college basketball (36%) and the NHL (30%).
About 52% of NFL and college football viewers engage with interactive features while watching. Another 83% of cricket fans use interactive elements such as live stats or alternate feeds.
About 26% of NBA’s new 11-year, $76 billion media rights deal is coming from Prime Video.