Reports Video

Sports SVOD Services Deep Dive

Report by Alistair Taylor
Cover image for Sports SVOD Services Deep Dive
Synopsis PDF PowerPoint Excel

Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client. Alternatively, you can purchase this individual report.

Price: £2,000.00 excl. VAT

The 20,000 Foot View:  Sports-centric subscription video on demand (SVOD) services have entered international markets, looking to capture digital-native audiences from pay-TV and other established SVOD services. Eleven Sports’ demise in the UK provides the best case study for how streaming services can struggle when entering a market with insufficient rights offerings. A failure to secure carriage deals with traditional broadcasters was detrimental to Eleven’s  offering as rightsholders (demanding reach) rescinded the deals, leaving the service only with non-exclusive La Liga to entice UK subscribers to its platform. Complicating the rights challenge is the essentially different demographic compositions of pay-TV and sports SVOD subscribers, and the specific behaviours these valuable audiences display when considering how to address them. 

Key Findings

  • ESPN+ leads            SVOD services in English-speaking markets                       weekly active usage (WAU) penetration                       subscription penetration in            2018
  •            of consumers rank sports as their most preferred genre for a video service
  • Eleven Sports            the UK has the lowest            penetration for local sports services                       and even lower subscription penetration                       in            2018
  • DAZN in            had WAU penetration of            in            and subscription penetration of           
  • Consumers with            or more digital subscriptions decreased            a peak of            in            2017                       in            2018
  • The decline            binge viewing as an activity                       in            2016 to            in            2018            the attention economy has reached            peak
  •            year olds accounted for            of sport SVOD service WAUs in            2018, with usage still a niche behaviour and at only            penetration for the same demographic            year olds only account for            of those who consume sports on TV; however with            penetration the activity is still six times more common than sports consumption on SVOD            of WAU for ESPN+ in the US,            of Kayo Sports WAUs in Australia and            for DAZN in Canada are all under            years old
  • Males are            likely to pay for sports            services, accounting for            of those            subscribed in            2018
  •            of cord-cutters engage with sports SVOD services, compared with just            of pay-TV subscribers

Companies and brands mentioned in this report:  AFL, Amazon Prime Video, Amazon, Apple, AppleTV+, Crave TV, DAZN, Disney, Disney+, Eleven Sports, ESPN+,            Hulu, Kayo Sports, KFC Big Bash, La Liga, NBA, Netflix, NFL, NHL, Now TV, NRL, UFC, Warner Media.

Unlock critical media insight and intelligence for competitive advantage

Our clients have full access to all of our reports. Become a Client

Already a client? Login to read this report

Or, purchase this individual report

Price: £2,000.00 excl. VAT