A new report published by PwC warns that media rights are set to decline in value and are unlikely to continue driving growth across the industry.
In the ninth edition of its Global Sport Survey, PwC warns that while the global sports market is expected to continue to grow in the next three to five years, pressure on media markets and shifting fan expectations will require more resilient revenue models.
The survey, which draws on responses from over 500 senior sports executives globally and 7,250 fans, found a generational divide in media consumption, suggesting rights holders can no longer stick to a one-size-fits-all approach.
Social media highlights are favoured by 18 to 34-year-olds, with meaningful engagement in creator-led content and interactive formats. In contrast, older fans cluster around live broadcasts, news and replays, said PwC. Recognising that fan habits are diverging faster than ever, rights holder success will increasingly depend on a multi-platform approach that balances premium rights with accessibility and reach.
Speaking about the report’s findings, Tom Karkeek, director in PwC’s Sports Practice, said: “The fan ecosystem is fragmenting faster than ever, and that’s creating both pressure and possibility for rights holders. Younger audiences expect always‑on engagement across social, interactive and creator‑led channels, while older fans remain loyal to live broadcast traditions.
“The next wave of growth will come from organisations that tailor content to each audience segment, not by chasing every platform, but by building coherent, multi‑layered strategies that strengthen reach, relevance and community.”
