Parks Associates' latest study, Streaming Sports: The Fan Experience, finds that although two-thirds of sports streaming subscribers maintain their subscriptions even after seasons end, churn remains a significant concern - particularly among younger, mobile-first consumers.
The research shows that more than half of sports D2C subscribers continue after their sport’s season, while about half of those who cancel say they are “very likely” to resubscribe the next season. However, price sensitivity and service fragmentation increase churn risk, especially during off-seasons.
"Streaming sports providers face a delicate balancing act: they must deliver year-round value while controlling costs for consumers," said Jennifer Kent, VP, Research, Parks Associates. "Retention incentives like price stability, off-season content, and exclusive behind-the-scenes access will be critical."
Top findings from the research include:
- 53% of canceled subscribers say they are “very likely” to resubscribe.
- Price guarantees (no price increase) are the top incentive to prevent churn.
- Services supporting multiple sports types - like ESPN+ and Tennis TV - show higher off-season retention.
The study underlines the growing complexity of managing subscriber life cycles in a fragmented sports media landscape, with strategies needed to minimize churn without heavy discounting.
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