Overview
A new survey reveals a growing concern among sports executives about the future of live sports, with younger audiences opting for highlights and short-form content over full games. Altman Solon’s 2024 Global Sports Survey highlights the challenges facing the industry as it grapples with a shift in viewing habits and the rise of digital platforms.
Concerns Over Live Sports
According to the survey, two-thirds of global sports executives are increasingly worried about live sports losing relevance. As younger fans turn to highlights, documentaries, and user-generated videos, only 66% of sports fans continue to watch live events. Many cited accessibility issues and the high cost of content as key reasons for their disengagement. These findings point to a critical shift in fan engagement, as the traditional model of live game viewership faces new challenges from emerging content formats and media platforms.
Altman Solon’s survey, which gathered data from 3,000 sports fans globally, finds that while younger generations still follow sports, they are far less likely to watch full live broadcasts. This generational divide is growing more pronounced, particularly as the younger audience opts for bite-sized content that fits into their on-the-go lifestyles. The report also indicates that 66% of sports fans face difficulties accessing live sports content, while 43% are unwilling to pay the current pricing models. This resistance to traditional pay-per-view and subscription services may further complicate efforts to retain younger audiences.
Shifting Preferences of Younger Audiences
David Dellea, Partner at Altman Solon, highlighted, “For many sports fans, what was once considered supplementary content is now taking center stage. Short-form content cannot replace the unique value of live sports, but it is becoming increasingly popular.” This shift in content consumption habits raises concerns for sports rights holders, who face the challenge of attracting younger fans to live events. It is clear that short-form content, such as highlights and behind-the-scenes footage, has become a key driver of engagement, providing fans with easy access to their favourite moments without the time commitment of full broadcasts.
The Role of Streaming and Fragmented Sports Media
The rise of streaming platforms has intensified the competition for sports viewership, contributing to a fragmented media landscape. Altman Solon’s research shows that younger fans are not only less likely to pay for traditional sports broadcasting but also less interested in attending live events. This contrast is most evident in the U.S. and U.K., where viewership among younger fans is particularly low. The explosion of streaming options has made it easier for fans to consume content in ways that best suit their preferences, leading to a more diverse, but also fragmented, sports media environment.
Key Insights
- 66% of sports fans report difficulty accessing their favourite live sports.
- 43% of sports fans are unwilling to pay for content at current pricing models.
- Younger audiences, particularly in the U.S. and U.K., are watching fewer live games compared to older generations.
- Sports executives are facing growing concern over how to keep young viewers engaged with live broadcasts.
Hope for the Future
Despite these concerns, the report points to sustained interest in sports overall. Matt Del Percio, Director at Altman Solon, stated, “Live sports still move the needle for networks and streamers, but it’s crucial to monetise the adjacent content and elevate it in its own right.” While live sports may be facing challenges, there is still significant potential for rights holders to adapt by embracing the changing landscape of sports content.
Recommendations for the Industry
The report also includes recommendations for sports rights holders, such as elevating standalone content and exploring differentiated pricing models. These strategies may help overcome the accessibility issues and appeal to a broader, younger audience, ensuring that live sports remain a viable source of entertainment and revenue for years to come.
Survey Methodology
Altman Solon surveyed 3,000 adult consumers and 220 senior sports executives across eight countries between July and August 2024. The countries surveyed include the U.S., U.K., Germany, France, Italy, Spain, Mexico, and China. The survey respondents were representative of the population, with a balanced distribution based on age, gender, and income.