Why streaming services want sports
Sports can broaden a service’s appeal, drive sign-ups ahead of a season or major event and deliver premium advertising inventory. Morgan Stanley’s 2026 survey found the share subscribing to a platform because of live sports rose from 19% in 2025 to 25% in 2026.
Rights fees change the financial equation
A rights agreement is a commitment made before every future audience is known. Platforms need to consider production, distribution, marketing and the risk that fans subscribe only during a season.
Advertising and subscriptions can reinforce each other
A live event may attract audiences who also watch other programmes on the service, but the crossover should be measured. Advertising revenue helps offset costs but depends on inventory, sell-through and advertiser demand.
Questions to ask about a rights deal
How many genuinely incremental subscribers does the sport attract? What is the average retention period? How much viewing is incremental, and what will each viewing hour earn or cost?
Sources & research notes
Published research is attributed to its original provider. Statistics reflect each source’s stated measurement universe and reporting period. Commentary and interpretation are editorial, not independent survey findings.