Wednesday, September 14, 2022

68% of internet households watch NFL games throughout the season

The research firm’s OTT Video Market Tracker highlights current market trends and activities

The latest update of Parks Associates’ OTT Video Market Tracker analyzes the NFL+ launch and the market context for the NFL’s streaming service, as part of the Tracker’s ongoing analysis of top industry and consumer trends in the OTT video space. Parks Associates consumer research finds 68% of internet households watch NFL games throughout the season, making football the most widely watched sport in the US. NFL+ aims to capitalize on that popularity with a subscription (SVOD) service that offers access to live local and primetime games, NFL Network shows on-demand, and access to the NFL Films archives, although some fans have been frustrated with the viewing experience in the preseason.

“The NFL+ service included out-of-market preseason games but viewable only on mobile devices," said Eric Sorensen, Senior Contributing Analyst, Parks Associates. “Now, with the start of the NFL season, many fans are frustrated with local blackouts on the service. An NFL+ subscription does not guarantee access to every game, but Twitter reactions show the NFL must do a better job of informing fans of the extent and limitations of the product.”

The NFL has distribution deals with many big players, including Amazon, CBS, NBC Universal, and Disney. The fragmented state of NFL’s distribution rights creates major challenges in creating a comprehensive service for its product.

"The newly minted NFL+ app opens the possibility that all games could be streamed direct-to-consumer in the future, but the long-term nature of rights deals means an aggregated fan experience is unlikely in the near term,” said Tam Williams, Marketing Associate, Parks Associates.

The OTT Video Market Tracker, an annual service from Parks Associates, features monthly updates on trends and market activities in the OTT video space, including comprehensive tracking of existing and emerging players and quarterly subscriber estimates.

Parks Associates will present data and analysis from the firm’s video service research and consumer surveys at upcoming Future of Video events, including the virtual session “Digital Piracy and Distribution,” September 22 at 11 am CT US, and the three-day in-person conference on May 12-14 in Marina Del Rey, California. Future of Video is sponsored by Adeia, FPT Software, Quickplay, SymphonyAI Media, Comcast Technology Solutions, Metrological, and Friend MTS and features keynotes from Brightcove, Fandango, LG Electronics, Paramount Streaming, and VIZIO.

To schedule an interview with an analyst or request specific research data, please contact Rosey Sera at rosey@parksassociates.com, 972.996.0233.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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