A new report from Grabyo has found that 79 per cent of global sports fans want to watch sport exclusively on streaming services.
Across the 14 countries surveyed for 2021 Sports Video Trends Report, over one third of consumers are watching sport regularly across broadcast and digital platforms.
In 2021, 45 per cent of fans are only paying to watch their favourite sports on streaming services. By 2026, Grabyo’s report suggests that the pay-TV market will only have a 28 per cent customer share of global sports fans.
However in the UK, 58 per cent of fans said they will not cut the cord because not enough content is available without a broadcast TV subscription.
According to Grabyo, the report’s findings reflect a global trend of consumers adopting streaming services in favour of broadcast TV subscriptions, which has been accelerated by stay-at-home safety measures during 2020.
“Broadcasters and media rights holders across sport must act fast to align their video strategies with what consumers are asking for”, said Scott Lunn, head of content at Grabyo.
“It’s not news that consumers want streaming options, but these findings show us that over the past year, the vast majority of fans who have experienced the flexibility and lower cost of streaming services are waiting for the sports industry to catch up. The likes of DAZN across Europe and ESPN Plus in the US prove that if you build it, they will come. Those who don’t will be left behind, and fans will miss out on live sport.”