Facing the menacing presence of streaming alternatives, TV networks find themselves under growing pressure to ensure that viewing patterns are strong enough to deliver a return on expensively acquired sports rights. Against this backdrop, sports viewing in 2018 was largely one of stagnation, remaining flat at while free streaming declined. This combined with the aging demographic profile of regular TV sports viewers underlines the long-term risk attached to the premium value currently afforded to sports in the video landscape. With sports now only ranking as the sixth most desired content genre, its value proposition is decreasing. The notable exception is that sports consumption on TV remains solid in the face of pay-TV cord-cutting, reiterating the short-term value of premium sports rights—inflated or not—for pay-TV operators.
Companies and brands mentioned in this report: AFL, Amazon Prime Video, Amazon Prime, DAZN, Discovery, Eleven Sports, EPL, ESPN+, Euroleague, Facebook, GolfTV, Kayo Sports, La Liga, Ligue Matchroom Sports, MLB, Netflix, NFL, NRL, PGA, Spotify, Twitter, UEFA
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