The way people watch television is changing. For many viewers, streaming services have become a replacement for traditional cable or satellite providers. Streaming refers to the delivery of video content over the internet to devices such as smart TVs, tablets, or phones. This change has impacted many parts of the entertainment business, including how live events—especially sport—are delivered. The shift is not without its challenges for viewers and for the companies that provide content. But for national audiences in the U.S., it could mean both more choice and more complexity.
Live sport is one category of content that retains strong appeal. Because sporting events tend to occur at specific times and garner widespread interest, they hold value for advertisers and platforms alike. Research from Ampere Analysis indicates that U.S. spending on sports media rights increased from USD 13.8 billion in 2015 to approximately USD 30.5 billion in 2025—a rise of over 100 percent. This sharp rise signals that platforms believe live sport can help retain subscribers and reduce churn (viewers leaving). For audiences, the outcome is a media-market condition where rights deals influence what becomes available, how it is accessed, and how much is paid for it.
However, viewers may find that the change introduces new choices and additional costs. A household that once had one cable subscription may now need multiple streaming subscriptions to follow favourite teams or events. That highlights a tension: more access, yet more fragmentation. For many consumers, being aware of what services hold what rights and how long those rights last becomes increasingly relevant. For broadly based viewers, this means the landscape of sports content and access is undergoing a transition.
Shifting Platform Models and Consumer Behaviour
Streaming services—also known as direct-to-consumer or “DTC” platforms—release content via internet delivery rather than through traditional linear channels. For a viewer accustomed to flipping on the TV at a set time, the shift may require adjustments. For example, sports events may now be available on platforms that did not previously broadcast them or were only accessible through cable bundles.
One effect is that platforms may invest heavily to secure “exclusive rights”. A high-value event may be available only on one platform, requiring viewers to subscribe to that platform or pay an additional fee to access the event. For example, a major rights deal for a U.S. sports organisation may designate one streaming service as the home of a series of events. That raises questions about consumer cost, flexibility, and access. Viewers may need to decide whether a single event or series justifies a subscription.
Another effect is that younger viewers are more comfortable watching on mobile devices or on demand rather than following scheduled broadcasts. The streaming shift supports this behaviour, but live events remain anchored to real-time viewing—people still tend to watch most live games or events as they happen. That dual trend means platforms must balance on-demand libraries with the requirement to broadcast live events to meet viewer expectations and advertiser demands.
The transition from cable to streaming also raises questions for viewers who share accounts, rely on bundled services, or pay less for a broader service. As rights migrate, households may face the need to subscribe to multiple niche services to cover different content categories. That adds cost and complexity. For many viewers, reassurance comes from knowing that a large-scale market change is underway and that many options still exist; they may need to adjust their budget accordingly.
Business Incentives for Big-Budget Rights
Why are platforms spending tens of billions of dollars on content rights, especially live sports? One reason is subscriber retention. When a viewer starts using a service, they may explore its other content, but when they finish, they may cancel. Having a strong live-event offering helps retain subscribers longer. Platforms view major sports rights as a means to reduce churn. For example, a 2025 report noted that sports rights now account for approximately 14 percent of total U.S. TV revenue spending. That illustrates the growing importance of live sports in budgeting decisions.
Additionally, live events attract advertisers willing to pay premium rates because viewers are more likely to watch ad content in real time rather than skip it. Platforms and networks hope to leverage that to cover high rights costs. The volume of rights spending in the U.S. has accelerated considerably. Between 2015 and 2025, rights spending rose by over 120 percent. In contrast, total U.S. TV industry revenue grew by only about 24 percent during that period. That divergence highlights the pressure on platforms to monetise live content more aggressively.
Platforms also pursue rights to differentiation. With many general streaming services offering similar libraries, a distinctive live-sports offering may become a reason for a viewer to subscribe. That means both traditional networks and newer streaming firms are adjusting their strategies. For consumers, the effect can mean that certain live events shift from one service to another, and possibly result in higher costs or more fragmented access.
Impact for Viewers and What to Expect
For viewers, the shift toward streaming-based live events means both opportunities and considerations. On the one hand, the accessibility of streaming means viewers can watch events on more devices and at their own convenience. On the other hand, subscription costs and platform fragmentation may increase. Many households will need to weigh the cost versus the benefit of adding new services.
A key consideration is the “rights timeline”. Some sports-broadcast rights deals span many years, while others expire sooner. Viewers may find that a platform they use today for certain events may change in the future. Keeping track of where content lives becomes part of the viewing-experience equation. That uncertainty may cause anxiety for some viewers, but being aware of the trend can help alleviate it.
Another point is device and internet readiness. Streaming live events can demand strong internet access, high data usage, and devices capable of supporting high-quality video. For households with weaker internet infrastructure or older devices, live sport may be less accessible—or may come with buffering or quality issues. Viewers concerned about this may want to check service compatibility ahead.
Finally, as live sport shifts to streaming, there may be benefits in cost savings for viewers who no longer need extensive cable bundles. But the total subscription cost may remain comparable—or even higher—depending on what events the viewer follows. For viewers who follow multiple teams or leagues, having a single service may no longer be sufficient. The reassuring note is that competition among platforms may keep prices from rising unchecked, while many services offer free trials, bundle discounts, or ad-supported tiers.
What Happens to Traditional TV and the Broader Market
Traditional cable and satellite services, which offered bundled channel packages, are under pressure as more viewers “cut the cord” and move to streaming. As live event rights migrate to digital platforms, the value proposition of a big bundle may diminish. That opens up opportunities for new services but also creates risk for legacy providers.
From a business model perspective, platforms are balancing content costs, subscription growth, and profitability. With rights spending growing rapidly, some analysts question the sustainability of the trend. For example, research suggests that while rights spending shot up, overall revenue growth in the TV sector has not kept pace. If viewer subscriptions and advertiser revenue do not keep pace, platforms may need to adjust costs, bundle strategies, or service features.
At the same time, the streaming shift may support more flexible viewing habits. On-demand libraries, shorter-form content, and interactive features are becoming more common. Live sports remain the anchor for viewer engagement. Still, supplementary content around sports—such as analysis shows, highlight reels, or athlete profiles—may grow to fill a larger portion of the viewing schedule. Viewers should expect that the way sport is consumed may feel different: perhaps more personalised, more interactive, and more dependent on platform strategy.
The streaming-based delivery of live events is transforming the way viewers access content, how platforms invest in rights, and how advertisers engage with audiences. For U.S. viewers, it means planning, checking service rights, and considering internet capability. Platforms face high stakes in securing rights and managing costs. While the transition introduces complexity, it also presents new opportunities for access and flexibility. At the same time, viewers still have many options; the shifting market does not eliminate choices but may require more thoughtful decisions.
