Streaming services across the industry have reported that live sports streaming has become the fastest-growing segment of their subscriber base, as cost-conscious consumers seek live content that cannot be time-shifted or binged. Netflix, Amazon Prime Video, and Apple TV+ have all reported significant growth in their sports offerings.
"Sports is the last frontier of appointment television, and we intend to be where the fans are," said Amazon Studios head Mike Hopkins. "Live sports creates appointment viewing that drives subscriber retention in ways that no other content category can match."
Netflix has reported that its NFL Christmas Day games averaged 28 million viewers, exceeding expectations and demonstrating the appetite for live sports on streaming platforms. The company has committed to bidding for additional sports rights.
"The streaming sports market has matured significantly, and leagues are increasingly confident in streaming as an alternative to linear television," said Enders Analysis media consultant Jamie McGowan. "The combination of live sports and streaming creates a compelling value proposition."
The trend has benefited streaming services that invested early in sports rights. Apple TV+ has seen its subscriber base grow 45 percent since acquiring Major League Soccer rights, with the company expected to bid aggressively for additional sports packages.