Demand For Sports Content Keeps Peaking On Streaming
The following is a selection from Brandon Katz of Parrot Analytics.
Supply-share data shows just how slow sports' migration from linear TV to streaming has been. Data from Parrot Analytics reveals that supply share of sports programming on streaming barely outstrips demand share. That's also an indication of just how much sports are keeping domestic pay TV afloat.
- Since 2018, there has been a steady increase in peak demand – or the highest level of demand reached – for sports programming as more digital access points (streaming services with sports) are introduced to consumers.
- The ceiling for sports streaming programming continues to rise, and Peacock’s exclusive NFL playoff game in January 2024 will likely set another peak demand high.
- As the supply share increases with the continued migration of sports to streaming, so too should the average audience demand level – particularly among younger consumers in the cord-cutting and cord-never groups.