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Sports OTT Landscape 2019

How Viewing Sports Is Shifting to Streaming, Social and OTT Services

About This Report
Sports broadcasting is transitioning from traditional to digital channels throughout the world. In some areas, disruption is coming from connected TV platforms, while in others, mobile providers—and even legacy media companies—are driving change.
Table of Contents

Executive Summary

Pay TV providers have depended on fans to pay to watch their favorite teams, leagues and tournaments. However, many options are now available to view sports on smartphones, laptops or TVs via video services. What does this disruption look like?

  • How does sports video streaming play out around the world? The markets we tracked span four continents and a population of some 3.7 billion—almost half the world’s people. Their tastes in sports, device access and media preferences are diverse, but viewers across those regions are shaking up the order dominated by legacy TV networks. The pictures vary by country, but they share the characteristic of digital disruption.
  • Where is this digital disruption most prevalent? The US is where we see the strongest currents shifting viewership away from traditional platforms onto digital ones. The transition is driven by standalone streaming services, linear over-the-top (OTT) providers, and companies like Amazon, Facebook and Twitter, which are bidding for sports streaming rights.
  • Which parties are most threatened by these tectonic shifts? Broadcasters and pay TV providers are most exposed to potential threats from digital upstarts. However, those players have insulated themselves by partnering with or acquiring digital media firms, focusing on broadband services and/or merging with direct competitors.
  • What opportunities does sports video present for marketers? For many sports marketers, the transition from TV to digital video is seamless. They are already experimenting with advanced targeting, cross-device campaigns, social media amplification, personalization features and more. Those capabilities will increase as streaming platforms evolve, so marketers see this paradigm shift positively.

WHAT’S IN THIS REPORT? This report surveys sports markets in the Americas, Europe and Asia. We catalog streaming services in each region, analyze market trends and data, and provide takeaways for marketers.

KEY STAT: In the next three to five years, worldwide revenues from sports digital media rights will grow by 11.5%, faster any other business area. By contrast, traditional TV rights will see the slowest growth at 3.2%.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  1. How Viewing Sports Globally Is Shifting to Streaming, Social and OTT Services
  1. Media Gallery


Paul Verna


Alina Brentnall
Researcher, Europe
Paul Briggs
Senior Analyst
Matteo Ceurvels
Research Analyst
Rahul Chadha
Senior Analyst
Man-Chung Cheung
Research Analyst
Jasmine Enberg
Senior Analyst
Bill Fisher
Senior Analyst
Jeane Han
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Lucy Koch
Junior Analyst
Sharon Tan
Karin von Abrams
Principal Analyst
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