Parks Associates' latest consumer study, Streaming Sports: The Fan Experience, highlights how the migration of major sports like the NFL to streaming services is transforming the U.S. media landscape, driven by generational shifts in viewing behavior and evolving subscription dynamics.

The research reveals that football remains the linchpin of sports media, with platforms like Prime Video and Netflix investing billions in exclusive NFL rights. However, younger audiences increasingly consume sports differently, favoring highlights, on-demand access, and interactive features over traditional full-game broadcasts.

Meanwhile, although two-thirds of D2C sports streaming subscribers maintain their subscriptions after a season ends, churn management remains critical. Younger subscribers are especially sensitive to service costs and are quick to cancel, underscoring the need for strong retention incentives.

"Streaming has brought flexibility and choice to sports fans, but it also brings complexity and heightened churn risk," said Jennifer Kent, VP, Research, Parks Associates. "Providers must deliver compelling experiences year-round to retain the loyalty of both traditional and emerging fan bases."

Key insights from the study include:

  • 40% of U.S. sports viewers watch exclusively via streaming platforms.
  • NFL rights spread across Netflix, Prime Video, and Peacock have helped drive NFL TV revenues to $12.3 billion annually.
  • 70% of sports viewers aged 18–24 watch at least one live event per week, compared to 87% of those aged 55+.
  • 67% of D2C sports subscribers maintain subscriptions after seasons end, but price sensitivity remains high.
  • Price guarantees and off-season content are top retention drivers across sports services.

Parks Associates' comprehensive survey of 8,004 U.S. internet households uncovers the deep transformation underway in the sports media market, offering critical insights for leagues, service providers, and rights holders navigating this new environment.

For more information or to purchase visit www.parksassociates.com or email info@parksassociates.com.