OTT & Sports: Services and Strategies for Growth

Traditional pay TV is losing the stronghold it once had on sports media rights. Streaming providers, in search of original and exclusive content, look to live sports to attract and maintain their user bases. The sports consumer's experience is moving online and away from traditional pay TV, resulting in yet another sector of the pay-TV demographic to cut the cord. This report examines key trends in sports content and provides an overview of the pay-TV sports media landscape, OTT sports services, direct-to-consumer trends, and the sports fan’s viewing experience. The report includes a five-year forecast for OTT sports service subscriptions and revenue in the US.

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Sports: America’s Pastime

Historical View of Sports on TV

Evolution of Streaming Technology

Sports Media Rights

Premium Sports Content Retains Subscribers

Advertising and the Role of Data

Impact of Sports on Video Viewing

Fragmentation of Services

Consumer Perspective and RSNs

Direct-to-Consumer Sports Service Challenges

Demand for Interactive Features

US OTT Sports Subscription Service Adoption

vMVPDs Carve a Sports Niche

FuboTV

The Big Three (+ 2) Sports in the US

NFL – National Football League

Market Impact

Market Value

NFL Game Pass (NFL+)

NBA – National Basketball Association

Market Value

NBA TV

MLB – Major League Baseball

Market Value

MLB.TV

NHL – National Hockey League

Market Value

NHL.TV

Major League Soccer (MLS)

Market Value

SVOD Streaming Services with Sports Programming

Apple TV+

Partner Announcements

Prime Video

Partner Announcements

ESPN+

ESPN Partner Announcements

Peacock

Partner Announcements

Paramount+

Partner Content

YouTube TV

Market Forecast: US OTT Sports Service

Implications and Recommendations

Appendix

Glossary

Citations

Attribution

Sports OTT Service Subscriptions
Apple Fitness+ Adoption
Types of Sports Watched in Season
Sports Broadcast Debut
Genres of Online Content Viewed Legacy Pay-TV
Penetration of Traditional vs OTT Video Services
League Broadcast Annual Revenue
Live Sports OTT vs. Legacy Pay TV
Impact of Live Sports on Value Perception
Regional Sports Networks Ownership
Interest in Premium Sports Subscription
Interactive Features Used While Watching Live Sports
Likelihood of Using Interactive Features
Sports OTT Service Subscriptions
vMVPD Service Adoption
Major Sports Leagues Revenues 2015-2021
NFL Broadcast Media Rights Partners
NBA Broadcast Media Partners
NBA League Pass Quarterly Subscription Trends
Q1 2022 Sports OTT Service Penetration
MLB Media Rights Partners
MLB.TV Subscriber Estimates
NHL Broadcast Media Partners
NHL.TV Subscriber Estimates
Likelihood to Pay $20/Month for Sports Content
MLS Broadcast Media Partners
Apple TV+ Subscriber Estimates, 2020 - 2022
MLB.TV Subscriber Estimates
Prime Video Subscriber Estimates 2014 - 2022
ESPN+ Subscriber Estimates 2018 - 2022
ESPN Long Term Media Agreements
Peacock Growth Trend
Paramount+ Sports Partners
Paramount+ Growth Trend
YouTube TV Growth Trend
Sports OTT Subscription Forecast
Annual Sports OTT Subscription Revenue- US
 

Publish Date: 4Q 2022

Pages: 55

Authored By:
Eric Sorensen - Sr. Contributing Analyst
Jennifer Kent - Vice President, Research

© December 2022 Parks Associates
All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.
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