According to a recent report by Parks Associates in partnership with InterDigital, sports fans in the U.S. tend to spend significantly more than average streaming subscriptions, especially those subscribing to direct-to-consumer sports streaming services, who top out at $111 per month. These viewers span genders and ages, each with their own preferred platforms and viewing habits. This raises an important question: why are fans willing to invest so heavily in sports streaming? The answer lies in the way sports media is evolving.  As leagues move away from traditional broadcast deals and toward fragmented digital rights agreements, streaming has become the only way for many fans to reliably access live games, highlights and even niche sports. 

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In this article, we’ll be exploring who these high-spending sports viewers are, what drives them to choose sports streaming over traditional TV, and why the future of sports entertainment depends on these digital platforms.

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Who is subscribing to sports streaming platforms?

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U.S. sports fans are a mixed bag. The most popular streaming services span big-name entertainment platforms, league-specific apps and newer free services, demonstrating how this is not a one-size-fits-all scenario.  As recent data reveals, 45% of sports viewers use general SVODs for live games/highlights, while 32% subscribe to sports-specific D2C apps. Streaming bundles have also gained huge traction, evidenced by YouTube TV, which is now the category leader with around 9.5 million subscriptions, underpinned by NFL Sunday Ticket, as well as a growing wave of free ad-supported sports channels. 

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So, who are these subscribers? The average audience is still heavily male, but women make up more than a third of the market, and they’re actually more likely than men to rely on streaming alone. Age plays a role too: younger fans are more likely to dip into league apps and social platforms for quick highlights, while older fans prefer sitting down for full live games. In other words, sports streaming has managed to appeal across demographics, but each group is engaging in its own way. The research also shows that sports viewers who subscribe to direct-to-consumer platforms top out at an average of $111 per month on all streaming subscriptions. That’s far higher than the typical household and highlights just how valuable sports are in today’s streaming world.  

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Why choose sports streaming subscriptions over traditional TV?

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For decades, traditional cable and satellite were the only way to reliably catch live sports. But now, that grip has loosened. In early 2025, just 42% of U.S. internet households still paid for traditional pay TV, down sharply from 62% in 2020. At the same time, streaming has surged, with subscription video-on-demand (SVOD) services now reaching nearly nine in ten households. Sports have been central to that shift. Fans no longer want to be tied to a channel bundle or a living room TV; they want the freedom to watch from anywhere, whether that’s a smart TV, tablet, or phone on the go.

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Their appeal comes down to more than flexibility. Sports streaming services are snapping up exclusive rights that cable can’t match. NFL Sunday Ticket moved to YouTube TV in 2023 for a reported $2+ billion per year, while Amazon Prime Video has Thursday Night Football locked down. Combine exclusive access with interactive features like multiview, in-game stats, and even betting integrations, and streaming simply offers a much richer experience than traditional broadcasting. It’s no surprise that younger fans are leading the charge: nearly 40% of viewers under 35 watch sports through social media or D2C apps, compared to just 13% of viewers over 55.

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Does the future of sports viewing depend on subscription services?

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All signs point to yes. Sports has long been the glue holding cable TV together, but as leagues strike deals with streaming giants, the power balance has shifted. The highlighted report shows that 33% of U.S. internet households already subscribe to a sports streaming app like NFL+, NBA League Pass, or ESPN+, a number which is holding steady even amidst the launch of new platforms. For leagues, it can present significant opportunities for unlocking new revenue streams. For example, the NBA’s latest media rights deal, worth a staggering $76 billion over 11 years, gives Amazon Prime Video a 26% share of coverage.

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But free ad-supported sports channels (FAST) are also gaining ground, with platforms like Tubi and Roku Sports offering everything from NFL highlights to niche competitions. These services broaden access and attract casual viewers, while subscriptions keep the most dedicated fans locked in. This dual model is likely the future of sports streaming subscriptions: premium services for die-hard supporters who want every game, paired with free or lower-cost options that capture broader audiences. In other words, the future of sports viewing is likely to be built around subscriptions, with ad-supported services filling in the gaps rather than replacing them.

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For more insights into trends in streaming and content consumption, or to find out more about System73’s content delivery solutions, visit www.system73.com.

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