Sports Rights | Measuring the ROI for Streaming

The 20,000 Foot View: Measuring streaming sports audience engagement is paramount when determining which rights mix consumers are actually willing to pay for. X has shown that in a saturated market, retaining consumer attention can cost twice as much as it did previously to retain the same level of user engagement. The peaking attention economy means that the sports video landscape will not be immune. The correct mix of sporting rights can lead to increased engagement and adoption for SVOD services, but certain rights in international markets do not yield similar returns.

Key Insights

  • X’s investments have increased US TV sports viewer adoption X percentage points year-on-year (YoY) to X% in Q2 2019
  • X successfully drove adoption by leveraging domestic X rights in the US, resulting in it surpassing X subscribers in less than 12 months
  • Aggregating Hulu and ESPN+ daily active usage (X%) in the US, Disney’s future bundle ranks ahead of X for engagement (X%)
  • Sports-centric services are by their nature niche, offering only the X-most consumed video content genre in the US, down X place in X for the UK
  • X US subscriptions fell in Q2 2019, declining X percentage points from X% in Q1 2019 to X% as peak attention takes hold
  • Sports investments are not doing enough to help X close the gap on Netflix in the UK, with subscriptions up by X and X points respectively
  • Subscription penetration for X was X% in Q2 2019, compared to X% for X
  • Ahead of the UK debut for its English Premier League (EPL) rights, sports consumers already X for Amazon engagement;  X% of streaming sports viewers subscribed in Q2 2019
  • With reach becoming more important for rights holders, sports-centric services need to secure carriage partnerships and sublicensing agreements to stay in the game

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, The Association of Tennis Professionals (ATP), BamTech, Comcast, DAZN, Disney , Disney+, English Premier League (EPL), Eleven Sports, ESPN, ESPN+, Fox, Hulu, Major League Baseball (MLB), Matchroom Boxing, National Football League (NFL), National Basketball Association (NBA), National Hockey League (NHL), Netflix, Ultimate Fighting Championship (UFC), US Open, Verizon, Women’s Tennis Association (WTA), Xfinity, Xfinity Flex

Charts: 3
Pages: 15
Words: 2,750

Includes Synopsis, PDF, Slides and Dataset