Cable Sports vs. Streaming Sports
Today, there are more ways to consume sports than ever before. In this blog post we will highlight cable and streaming consumption habits of sports audiences.
Standard cable/satellite television has long been the preferred method by which one can watch sports. However, our research shows that sports streaming is beginning to eat into the traditional cable/satellite sports audience, especially in the 18-29 demos. While cable/satellite still takes the overall crown at 62%, streaming comes in a close second at 59%.
Our study shows that younger sports audiences (18-29) are watching sports 15% more on streaming platforms than on cable/satellite TV (52%). This is not to say that the older demos (30-49 and 50+) are not steadily adopting new formats for sports. 61% of the 30-49 demo stream sports, while 38% of the 50+ demo do as well.
Graph (below): How do you regularly watch sporting events? (Select all that apply)
Given the amount of people watching sports via streaming, Crowd React Media explored the specific streaming services/platforms they are using to watch sports content.
Graph (below): Which App(s)/Streaming Service(s) do you use on a Smart TV or Streaming Device?
Hulu takes the prize here, with Amazon, ESPN+, YouTube TV trailing closely behind. Peacock (NBC), ESPN+, and Paramount+ are notable as they stream sporting events locked to the app, that are not available on their cable network counterparts (NBC, ESPN, and CBS respectively). This potentially hints at a future model for sports viewership based on subscriptions to services (like ESPN+, Peacock, or Paramount+) that have exclusive streaming rights to leagues and competitions throughout the sports world.
Crowd React Media is a research and consulting firm that seeks to spot trends in sports media consumption. The above results are from a survey we fielded online in May and June of 2021. Respondents qualified for the survey by indicating their interest in sports media (Sports viewership, betting, highlights, press, eSports, Fantasy, etc.). The 500+ respondents were posed a variety of questions to learn about their sports media consumption habits.
(In-tab 535+ Respondents from Major Metros across the United States)
TL;DR
- Streaming sports is gaining ground on cable, especially among younger demos.
- Cable/satellite television takes the crown over all ages at 62%. Streaming comes in a close second at 59% overall.
- Younger sports audiences (18-29) are watching sports 15% more through streaming (67%) than on cable/satellite TV (52%).
- 61% of the 30-49 demo stream sports, while 38% of the 50+ demo do as well.
