Live sports are key to unlocking growth in the highly fragmented streaming market, according to a new report from marketing data and analytics company Kantar.
The report also flags the importance of sports-themed documentaries and dramas for retaining new subscribers.
Kantar’s Entertainment on Demand (EoD) Special Report examines the evolution of live sports streaming across the UK, US and Europe.
It says that one in five new video on demand (VoD) subscribers are motivated by live sports. Football is the most popular sport in Great Britain, Germany, France, and Spain, contributing to 51% of sports-driven VoD sign-ups. American football is the leading sporting influence on subscription adoption in the US, followed by soccer, tennis, basketball, and rugby.
The report found that 95% of sports fans in the US opt for VoD streaming, while cable TV penetration has witnessed an 8% decline over two years. The quality of the commentators remains a major differentiator between services.
European women are 41% less likely to be sports fans than American women. Wimbledon (tennis), Tour De France (cycling), and Formula 1 are the main attractions for women sports fans. Only 10% of European female sports fans are interested in the Women’s FIFA World Cup.
Commentating on the findings, Andrew Skerratt, Global Insight Director at Kantar, said: “Beyond live action, subscribers are looking to watch more than one competition. In Britain, for example, football is king, but rugby, cricket, tennis are also part of the equation when choosing between new subscriptions.”
Skerratt added: “Sports documentaries and behind the scenes stories also prove to be a powerful loyalty driver, as people build more meaningful connections to their favourite (sports) stars and have one more reason to stay on the platform throughout the year. Netflix’s Formula 1 documentary Drive to Survive not only attracted F1 fans, it also expanded the sport’s viewership globally by millions. Delivering value for the household is also vital – nearly one in three households with a video streaming subscription acquired it as part of a bundle deal or promotion that offers ’something for everyone.”
You are not signed in
Only registered users can comment on this article.
Oscars to livestream exclusively on YouTube in 2029
YouTube has secured exclusive global rights to the Oscars – including red carpet coverage, behind-the-scenes content, Governors Ball access, and more – from 2029 to 2033.
BBC Charter Review seeking input on generating more commercial revenue
Culture Secretary Lisa Nandy has launched a review of the BBC’s Royal Charter, with priorities aimed at bolstering trust in the broadcaster and increasing financial sustainability.
Netflix leadership lays out case for Warner Bros Discovery deal
Netflix Co-CEOs Greg Peters and Ted Sarandos have stressed their belief that the streamer’s planned $83bn acquisition of Warner Bros Discovery will go ahead, despite a hostile bid from Paramount Skydance.
UK facilities Halo Post and Evolutions placed into administration
Just months after being acquired by leading UK post-production company Envy, post houses Halo Post Production and Evolutions have been placed into administration.
UK government names Creative Industries Council members
The UK government has named the new members of its Creative Industries Council (CIC), its strategic forum for collaboration with industry leaders.
