Sports streaming has exploded in recent years. This trend is drawing in a host of new players, and igniting a fierce global battle that is driving up the value of – and competition for – media rights.
To understand this dynamic, the Worldpanel by Numerator Entertainment on Demand (EoD) study monitors how consumers around the world choose to watch sports, tracking both Pay TV and Video on Demand (VOD), revealing a global sports media landscape in the midst of a seismic transformation.
As viewership shifts to streaming, we are seeing intense market fragmentation, rising consumer 'subscription fatigue’, and an urgent search for sustainable growth.
Using the latest Worldpanel by Numerator data from Q3 2025, we answer some of the most pressing questions shaping the market today:
How are providers combatting the 'subscription fatigue' caused by market fragmentation?
What role are direct-to-consumer models and strategic bundling playing in the fight for retention?
Where are the next major growth frontiers – particularly in the rise of women's sports?
Following a look at what defines today’s live sports viewer, we deep dive into the different ways these global trends are shaping up across the core US, European (France, Germany, GB, Spain) and Australian markets.
