This report is the result of an intensive search of the most current and credible data sources on this topic. In 2023, global spending on sports media reached a record $150.5 billion. The U.S. share accounted for nearly 44%, topping $67 billion. A detailed breakdown of revenues generated from commercial advertising on traditional TV and digital sports broadcasts is provided. 

A 2021 global study found that at least two-thirds of the population in many countries viewed live sports on traditional television. More recent surveys report a rapid upswing in online viewing, with an increasing proportion of fans watching live events on computers or mobile devices. The emergence of less expensive and versatile digital options is crucial to ensuring that the vast majority of people who never attend live sporting events will still be able to watch their favorite teams. 

The report examines the changing sports media landscape, focusing on three, interconnected factors:1) the popularity of live sports, 2) the massive loss of cable TV subscribers and programming and 3) the emergence of internet-based OTT and streaming platforms. 

In many countries, traditional and cable TV remain the most popular sports viewing medium. In the United States, access is still dominated by network television as its four major networks have invested $129 billion for the exclusive rights to air North America’s major sports leagues (NFL, NBA, NHL, MLB) through 2028 and beyond. NFL live game telecasts accounted for 82 of the 100 most-watched games televised programs in the U.S. in 2022, generating 171 billion TV ad impressions.

However, the rapid growth of the internet and emergence of new streaming technologies is rapidly changing the media landscape. By 2022, nearly two-thirds of the world’s population were actively using the internet. By 2025, 73% of smartphone owners globally are projected to access the internet exclusively on their smartphones. 

Sports properties and media platforms are adapting to the rapid changes in media viewing behavior. Prominent sports properties and well-known corporations, such as ESPN and Amazon, Apple and Disney have committed billions of dollars to capitalize on the popularity of live sports broadcasts. Disney’s ESPN was first media broadcaster to establish an exclusive streaming agreement with the German Bundesliga. More recently, Amazon invested $13 billion to purchase exclusive rights to stream NFL Thursday Night Football on Amazon Prime through 2033. For the first time, NBA fans will have access to streamed programming during the 2025-26 season, as Amazon committed $1.8 billion a year to stream live games on Thursday evenings. The rapid growth of sports streaming services globally is exemplified by DAZN. The European-based company has acquired the digital media rights to 75 sports properties across the globe.

Clearly, the momentum globally is moving towards more digital sports viewing. With the proliferation of streaming alternatives, 40.7% of sports fans worldwide now view live sports on one or more of these digital platforms.

We hope you find our report of great value and thank you for your purchase.  

Dennis and Roger