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Last Updated On: May 03, 2025 10:39 AM , Published On: Nov 07, 2024 06:35 AM
Sports viewing increased internationally in Q3, with half of households (50%) watching sports, up six percentage points from the previous quarter. The majority of the new viewers (56%) were female, and over half (48%) were older than 55.
According to Kantar's report, subscriptions to ad-supported streaming services increased by 8% quarterly. In the meantime, users of free ad-supported TV (FAST) increased by just a mild 2%.
Sports Viewership After Olympics
Paris Olympics took place from July 14 to 30. Interest in these Olympic Games contributed to an increase in sporting event viewership. VOD services also benefited from the boom brought about by linear channels and pay TV. Access to Olympic material was listed by one in four new Discovery+ subscribers during the quarter as the primary reason for subscribing.
According to a different survey, 74% of UK adults said they watch sport-related content on broadcast TV. However, only 35% said they watch it on streaming platforms.
Many of the world's most well-known leagues now have more network and streaming rights due to the value of live sports. This will be useful in attracting and keeping large, regular audiences. Streaming businesses with a lot of money from other parts of their company, like Amazon Prime Video, can spend a lot of money on sports rights, raising the bidding price.
Andrew Skerratt Statements
According to Andrew Skerratt, global insights director:
"Live sport is playing an important role in keeping viewers as it brings in an enormous live viewership that is rare for other on-demand content."
"Fans of sports are a valued and highly engaged audience. They show greater satisfaction and loyalty to their regular TV programs." Skerratt added that streamers are now using this to profit from new subscribers.
He stated that "succeeding in sports on demand requires more than content rights". To keep fans coming back, streaming services must make investments in high-quality items. Paying for pricey commentators, interactive elements, and other things is part of that.
Kantar Analysis
It's also important to remember that discounts, free trials, and bundles have contributed to the rise of streaming services.
According to Kantar, 24% of subscriptions worldwide are provided with other services, including hardware, banking, retail transactions, or internet providers. In the UK, this includes collaborations with Lloyds Bank and Tesco, as well as Disney+'s three-month plan. As the Kantar analysis pointed out, this can result in higher turnover rates.