Sports Streaming Surges: Nearly 40% of US Households Now Utilize Dedicated Services
A new report from Parks Associates reveals a dramatic increase in sports streaming adoption, with 38% of US internet households now subscribing to at least one sports-specific streaming service – a important jump from just 4% in 2019. the findings underscore the growing importance of live sports in driving the evolution of the streaming landscape.
The NFL currently dominates sports viewership, with 82% of sports viewers in US internet households regularly tuning into NFL content during the season. this popularity is translating into considerable revenue shifts, as pure-play streaming platforms like Netflix and Amazon, alongside hybrid models such as NBC/Peacock, now account for between 25% and 33% of the NFL’s total broadcast revenue.
“Sports have become the backbone of live streaming adoption,” explains Michael Goodman, Senior Contributing Analyst at Parks Associates.”The ability to deliver interactive, data-driven, and personalized experiences is fundamentally changing how fans engage with their favorite teams and leagues. This creates significant potential for new monetization strategies as engagement expands across connected devices.”
The average US internet household follows 4.2 diffrent sports during their respective seasons, encompassing both major professional leagues and collegiate athletics. Beyond the NFL, key sports viewership numbers include: 55% for college football, 53% for Major League Baseball (MLB), and 46% for the National Basketball Association (NBA). College basketball attracts 36% of households, while the National Hockey League (NHL) reaches 30%.
Consumer engagement data further highlights the appeal of interactive features. Over half (52%) of NFL and college football viewers actively utilize interactive elements while watching, and a striking 83% of cricket fans leverage features like live stats and alternate feeds.
The value of live sports rights is also reflected in recent media deals. The NBA’s new 11-year media rights agreement, beginning in 2025-26, is valued at $76 billion, with Amazon prime Video securing 26% of the revenue.
goodman will present these findings and more at the “Survival of the fittest – Competing in a Fragmented Landscape” session at Future of Video on Wednesday,November 19th,at 10:00 am. Parks Associates will also release its S.O.S. State of Streaming report at the event, outlining key 2025 trends including rising CTV ad spend, a leveling of FAST usage, a rebound in TVOD, ongoing declines in traditional pay TV, steady SVOD spending, overall stabilization in household video budgets, and growing cost-conscious viewing choices.
Those interested in attending Future of Video can register online.
