A recent study by Parks Associates reveals a surge in the popularity of sports-specific streaming services among U.S. internet households. The data indicates that 38% of these households are now subscribers to at least one such service, marking a dramatic leap from just 4% in 2019. This growth underscores the evolving landscape of sports consumption in the digital age.
The National Football League (NFL) continues to dominate the sports viewing habits, with 82% of sports viewers in internet households tuning into NFL content regularly during the season. On average, households reported watching 4.2 different sports, including both professional and collegiate leagues.
The report also highlights the increasing engagement with interactive features. Specifically, 52% of NFL and college football viewers utilize interactive features while watching. This figure jumps to 83% among cricket fans. Michael Goodman, senior contributing analyst at Parks Associates, emphasized the shift in viewer behavior, stating that “the integration of interactive and data-driven features is changing how viewers engage with sports content.” He further added, “Sports have become the backbone of live streaming adoption. Our research illustrates the huge potential for new monetization models as engagement deepens across connected screens.”
The financial impact of streaming is also becoming increasingly significant. The report notes that between one-quarter and one-third of the NFL’s broadcast revenue now originates from streaming platforms, including pure-play services like Netflix and Amazon, and hybrid platforms such as NBC’s Peacock.
Beyond the NFL, college football ranks as the second most-watched sport among internet households at 55%, followed by Major League Baseball at 53%, the National Basketball Association (NBA) at 46%, college basketball at 36%, and the National Hockey League at 30%.
The NBA’s new 11-year media rights agreement, valued at $76 billion, which commences with the 2025–26 season, will see 26% of NBA TV revenue coming from Amazon Prime Video.