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.”
Stephen Nuttall unveiled as new Chair of IBC’s Partnership Board
Stephen Nuttall has been appointed as the new Chair of IBC’s Partnership Board. Made up of representatives from each of the six partner organisations which own IBC (IABM, IEEE, IET, RTS, SCTE and SMPTE), the IBC Partnership Board provides the governance and strategic oversight of IBC.
Saleha Williams appointed CEO of IABM
Saleha Williams has been appointed as the Chief Executive Officer (CEO) of IABM.
Comcast sets leadership team for ‘SpinCo’ cable unit
US media and telco giant Comcast has unveiled the leadership team for SpinCo as it prepares to spin off its cable television portfolio later in the year.
Labour exploring ‘alternative funding options’ to BBC licence fee
UK Culture Secretary Lisa Nandy is reportedly considering scrapping the BBC licence fee at the end of the Corporation's current charter in December 2027.
BBC Director-General Tim Davie to head Creative Cities Convention speakers
BBC Director-General Tim Davie has been lined up as one of the key speakers at this year’s Creative Cities Convention, being held from May 7–8 in Bradford as part of its UK City of Culture 2025 celebrations.
