Streaming Sports Is Where It’s At – But Don’t Count Out Cable Just Yet
Following the release of Crowd React Media’s The State of Sports Media report, which comprised of 900+ interviews with sports fans across the country, we are continuing with our biweekly blog series showcasing standout findings from our annual study (Be sure to check out our last blog on sports betting content). This week we are going declare a winner between streaming and cable.
69% of all sports audiences regularly watch sporting events, highlights, and sports-related programming via streaming. 60% of all sports audiences watch sports content on cable/satellite. While there are increasing rates of cord-cutting occurring more broadly, 60% of sports audiences using cable/satellite means that it is here to stay for the foreseeable future.
However, Cable’s shelf-life looks limited when we dive into the age demographics. A resounding 83% of sports audiences ages 18-39 use streaming to watch sports content. This is a whopping 28 points higher than ages 18-39 that use cable/satellite to watch sports (55%). With all this in mind, 55% of younger demos using cable/satellite is still a strong showing.
And yet…
If we are to look at the top cable/satellite channels, ESPN is the clear frontrunner (74%) among sports audiences. However, given recent talk and gossip among industry insiders, ESPN is planning to onboard its marquee cable offerings as part of a standalone premium streaming network. The kicker here is whether ESPN decides to shutter its cable/satellite channels in the wake of such a switch. If this were to happen, and ESPN loyalists were to migrate over to streaming, such a shakeup would drastically alter the cable/satellite landscape as we know it, and maybe even destroy it in the process.
We are already witnessing a major broadband/cable provider, such as Spectrum, lay out plans to discontinue its cable box, and push a Roku-esque device by Xumo, that has the Spectrum app preloaded onto the device. One could argue the case that when live sports make the complete transition to streaming, the cable bundle will have all but disappeared. Basically, one could say that cable/satellite is only hanging around the hoop because of live sports. The next round of league rights (NBA, MLB, Soccer) negotiations with multiple premium streaming services (Apple, Amazon, Max, ESPN+, and…Netflix), will be telling.
