A Soccer Fan’s Paradise: How Streaming is Revolutionizing the World of Live Sports
The advent of streaming has revolutionized the way people consume live sports, with a vast majority of sports fans now using second screens during broadcasts to discuss games with friends or check social media. Younger fans are particularly turning to video platforms to watch highlights, listen to live influencer commentaries, and engage with communities built around sports.
YouTube has been a major beneficiary, with sports content viewing increasing 45% in 2024 as people searched for highlights of the Paris Olympics and tuned in for its exclusive NFL coverage on Sundays. Content creators like Mark Goldbridge, a British streamer who hosts live “watchalongs” of Premier League soccer matches on YouTube, have helped provide alternative sports experiences. His streams, which attract over 250,000 viewers, also offer an alternative route for broadcasters to reach global audiences.
For rights holders, the shift to streaming has brought lucrative opportunities. The value of America’s streaming sports media rights has more than doubled from $14.6 billion in 2015 to nearly $30 billion in 2024, estimates S&P. However, not all countries are keeping pace. In European markets like Germany, France, and Britain, there has been a lack of innovation, with media revenues declining post-COVID and teams and leagues tending to prefer traditional broadcast deals.
Innovative approaches to streaming are coming from less developed markets. In Brazil, for example, CazéTV, a production company owned by the LiveMode agency, won the rights to stream live matches from Rio de Janeiro’s state league alongside live reactions from its own commentators, securing similar deals for the FIFA 2022 World Cup.
As the world of live sports continues to evolve, traditional broadcasters like Sky Sports are rushing to adapt. Sky Sports has launched its own streaming service, offering access to four times as many lower-league soccer matches, as well as greater coverage of tennis, golf, and other sports. With streaming forever changing the way people consume live sports, the key will be for rights holders and broadcasters to adapt and innovate to meet the growing demand for live sports content.