Global sports fans crave more sports video content but have trouble accessing it due to the fragmented nature of the sports video market, according to Altman Solon’s 2023 Global Sports Media Survey.

The survey of more than 2,500 sports fans from eight major global markets reveals that 59% say they currently have trouble finding or affording sports content they want to watch while 56% would watch more sports video content if it were available.


Sports fans crave more sports video content but have trouble accessing it due to the sports video market

Once the province of TV networks and pay TV providers, streaming services have become big sports players. In recent years, Altman Solon noted that we have seen big broadcasting rights deals like Amazon with live Premier League football, ATP, and WTA tennis. In addition, Viaplay has the rights to stream 300 live Spanish La Liga matches per season, and DAZN streams major boxing and MMA events.

David Dellea, director of Altman Solon, said: “It seems counterintuitive that the answer to the glut of sports content is more sports content, but sports fans are hungry for more. It turns out fans actually want more content, but often can’t afford the costs of additional subscriptions or get lost in the web of channels and streaming platforms providing content. Some form of industry consolidation seems likely, either through audience aggregation or content democratisation, which should be beneficial for both the industry and sports fans.”

Download the report here.