A recent study by Parks Associates indicates a substantial increase in the adoption of sports-focused streaming services among U.S. internet households. Thirty-eight percent now subscribe to at least one such service, a dramatic leap from just 4 percent in 2019. The NFL remains the dominant force, with 82 percent of sports viewers in internet households regularly tuning in during the season.
Households are watching an average of 4.2 different sports, encompassing both professional and collegiate leagues. The research also highlights the growing use of interactive features. Over half (52 percent) of NFL and college football fans utilize these features while watching, while this figure jumps to 83 percent among cricket enthusiasts.
Michael Goodman, senior contributing analyst at Parks Associates, emphasizes the transformative impact of interactive and data-driven elements on sports viewing. “Sports have become the backbone of live streaming adoption,” Goodman said. “Our research illustrates the huge potential for new monetization models as engagement deepens across connected screens.” The study also reveals that streaming platforms now account for between one-quarter and one-third of the NFL’s broadcast revenue, coming from services like Netflix, Amazon, and Peacock.
Beyond the NFL, college football holds significant popularity, watched by 55 percent of internet households. Major League Baseball follows at 53 percent, then the National Basketball Association at 46 percent, college basketball at 36 percent, and the National Hockey League at 30 percent. The NBA's new media rights agreement, worth $76 billion over 11 years and starting in the 2025-26 season, will see 26 percent of NBA TV revenue generated by Amazon Prime Video.