U.S. Pay-TV Ace Card: Live Sports

With the exception of Amazon Prime Video, subscription streaming video services in the United States — notably Netflix — have shied away from live sports programming.

That reality has been a lifesaver of sorts for traditional pay-TV, which just bowed myriad NFL and college football programming packages for the 2019 season.

New data from Altman Vilandrie & Co., a industry consultant, found that 90% of 5,000 pay-TV survey respondents watch live sports.

Indeed, the survey found that sports — specifically the National Football League — is must-have programming for pay-TV.

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Ninety percent of the sports fans who watch sports regularly are subscribing to traditional or virtual MVPDs (Internet-based TV like YouTube TV or Hulu Live). In contrast, only 67% of sports non-viewers are subscribing to Pay TV.

Of the four major pro sports, the NFL was the number one sport for viewers who wanted to watch their favorite team (88% of NFL fans) and for fantasy implications.

In contrast, the NBA had the fewest respondents who watch because of a favorite team (76%), but the highest respondents that watch because of a favorite player(s) (54%).

This confirms the player-driven focus of the NBA and the impact high profile players have on the sport.

“There’s no question that the NFL dominates the current survey but the breadth and diversity of sports interest among younger viewers predicts a shift in the American sports TV landscape,” Matt Del Percio, principal at Altman Vilandrie & Co., said in a statement. “Sports fans now have many more viewing choices than ever and pay-TV providers must find ways to reach new fan bases while retaining fans for traditional sports who subscribe at very high rates.”

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