Sports Rights Measuring the ROI for Streaming
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The 20,000 Foot View: Measuring streaming sports audience engagement is paramount when determining which rights mix consumers are actually willing to pay for. Netflix has shown that in a saturated market, retaining consumer attention can cost twice as much as it did previously to retain the same level of user engagement. The peaking attention economy means that the sports video landscape will not be immune. The correct mix of sporting rights can lead to increased engagement and adoption for SVOD services, but certain rights in international markets do not yield similar returns.
Key Insights
- Amazon’s investments increased US TV sports viewer nine percentage points year-on-year (YoY) in 2019
- ESPN+ successfully adoption by leveraging domestic UFC in the US, resulting in surpassing two million subscribers in than months
- Aggregating Hulu ESPN+ daily active usage in US, Disney’s future bundle ranks of Amazon Prime Video for
- Sports-centric services by their nature niche, offering the fifth-most consumed video content in the US, down one in sixth for the UK
- DAZN US fell in 2019, declining two points from in 2019 to peak attention takes hold
- Sports investments not doing enough to help close the gap on Netflix the UK, with subscriptions up four and points respectively
- Subscription penetration Amazon was in 2019, compared for Netflix
- Ahead of UK debut for its English League (EPL) rights, sports consumers over index for Amazon engagement; streaming sports viewers subscribed in
- With reach more important for rights holders, services need to secure carriage and sublicensing agreements to stay the game
Companies and brands mentioned in this report: Amazon, Amazon Prime Video, The Association of Tennis Professionals (ATP), BamTech, Comcast, DAZN, Disney , Disney+, English Premier League (EPL), Eleven Sports, ESPN, ESPN+, Fox, Hulu, Major League Baseball (MLB), Matchroom Boxing, National Football League (NFL), National Basketball Association (NBA), National Hockey League (NHL), Netflix, Ultimate Fighting Championship (UFC), US Open, Verizon, Women’s Tennis Association (WTA), Xfinity, Xfinity Flex