Kantar Study: Live Sports Drives Streaming Growth in U.S. and Europe

A study from Kantar’s Entertainment on Demand has provided a picture of how viewers around the world choose to watch sports across both pay TV and video on demand (VoD). It reveals a rapidly evolving landscape, within which fans are shifting to streaming, and preferences are always changing. CLICK HERE to read the full study.

One in five new streaming subscribers are motivated to sign up to see the sports they love. And they like variety. In the U.S., for example, American football has the biggest influence on the decision to subscribe, but the same household might also watch soccer, tennis, basketball, and even rugby. Consumers are also interested in sports content that stretches beyond live action, with major growth in documentaries and dramas which help ensure subscribers feel they’re getting value all year round.

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