Streaming Sports Trends: Analysis of US Households and Subscriber Preferences

Streaming Sports Trends in US

In recent findings published by Parks Associates, the landscape of sports streaming in the United States is undergoing significant transformation, marked by the growing popularity of services such as ESPN+ and NFL+. According to their comprehensive study, titled Streaming Sports: The Fan Experience, which surveyed 8,000 internet households, a substantial 19% of U.S. internet consumers currently subscribe to ESPN+, while 10% are subscribed to NFL+. This indicates a robust demand for sports streaming, revealing clear patterns in viewer preferences and consumption behavior.

The Shift to Streaming

Streaming has fundamentally changed the way fans engage with sports content. Modern audiences now have the opportunity to access their favorite events anytime and anywhere, making sports more accessible than ever. The study outlines that 43% of American internet households tuned in to live sports from a variety of sources, illustrating the shift from traditional viewing methods. Notably, viewing habits also vary by age, as 70% of sports fans aged 18-24 engage with at least one live game each week, compared to older demographics, where over 87% of viewers aged 55 and older still partake in live viewing experiences.

Direct-to-Consumer Models

The rise of direct-to-consumer (D2C) sports services is evident, with one-third of surveyed households subscribing to a D2C platform. Jennifer Kent, VP of Research at Parks Associates, emphasizes the decline of the traditional sports viewer—defined as 'Sports Traditionalists'—who primarily engage through broadcast or pay-TV remnants. By the third quarter of 2024, this demographic represented only 8% of consumers, while another 13% utilized a combination of traditional and streaming outlets.

The increasing trend of subscription cancellations (or 'churn') presents a challenge for service providers, yet satisfaction remains high among those who continue to subscribe. Notably, two-thirds of subscribers maintained their memberships beyond season end dates, and those who did cancel often expressed a strong likelihood of re-subscribing.

Viewer Satisfaction

Parks Associates highlights high satisfaction levels with D2C sports services, boasting Net Promoter Scores (NPS) that rival major streaming platforms like Prime Video, Disney+, and YouTube TV. Among different sports leagues, the NBA stands out, with subscribers reporting high satisfaction levels compared to other offerings in the D2C space.

In essence, the transition from traditional television to streaming platforms is reshaping viewer experience and behavior. As sports organizations continue to explore innovative broadcasting strategies, access via streaming is expected to further strengthen fan engagement and organizational revenues.

Looking to the Future

The findings present both challenges and opportunities for content providers and sports organizations as they navigate this evolving landscape. As more games migrate to various streaming platforms, the overall structure of sports broadcasting may witness radical shifts, with interactive content and experiential offerings playing significant roles.

Parks Associates is also taking active steps to facilitate discussions among key industry players by hosting events such as the Future of Video Business of Streaming, scheduled for November 18-20, 2025, in Marina del Rey, California. This annual conference aims to bring together leaders to deliberate on the future of sports broadcasting and consumer technology.

In summary, the report by Parks Associates not only emphasizes the growth of sports streaming services but also urges stakeholders to adapt to the rapidly changing preferences of sports fans in the U.S. Given the emerging trends delineated by this comprehensive study, the sports industry appears poised for exciting developments in viewer engagement and service delivery.