Live Sports Streaming Access Confusing Consumers: Hub

An increasing number of sports fans are feeling overwhelmed as major live sports events transition to subscription streaming services. According to a recent study by Hub Entertainment Research, 87% of sports fans find it frustrating to locate the games they want to watch on TV. This frustration is impacting their overall television experience.

To address this issue, some media companies have introduced new features to simplify the process of finding sports content. For example, ESPN’s “Where to Watch” feature has received positive feedback from over 70% of respondents. This tool helps viewers find any game, regardless of whether it’s on ESPN or not. Similarly, Roku’s “Sports Zone,” which consolidates content about a specific sport in one place, has been praised by 60% of respondents for making it easier to locate events across different platforms.

The introduction of these aggregator tools has proven beneficial, with 60% of respondents expressing a higher likelihood of subscribing to a service that offers comprehensive coverage of a sport they follow. This sentiment is even more pronounced among avid fans, with almost 40% stating that they are “much more likely” to sign up for such a service.

Investing in exclusive rights to sports content has become a key differentiator for streaming platforms. For instance, Hub’s study on UFC fans revealed that Paramount’s new rights deal, which includes broadcasting all UFC events on its networks and streaming platforms, significantly increased the perceived value of a Paramount+ subscription. Nearly 90% of avid UFC fans view the new deal as adding value to their subscription, with many expressing a greater likelihood of signing up or renewing their membership.

In a competitive landscape filled with various streaming options, simplifying the process of accessing sports content has become essential. As Jon Giegengack, a principal at Hub, noted, services that offer user-friendly tools for discovering sports content or consolidating rights to an entire sport are setting themselves apart and delivering more value to fans. This increased value results in higher user satisfaction and lower subscription turnover rates.