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Parks: 39% of U.S. Internet Households Watch Live Events – Sports on Streaming Services

Parks Associates Oct. 21 reported that 39% of U.S. internet households watch live events or sports through an on-demand streaming service, showing the growing role of streaming services in delivering live programming.

Parks data found that 25% of households watch live video through free ad-supported television (FAST) services, and 21% don’t watch live video at all.

“Consumers value live content but struggle to find and access it,” said Michael Goodman, director of entertainment research at Parks. “The challenge for providers is making live content accessible. Sports is a good example, with programming now distributed across multiple services and platforms.”

Consumer interest in live sports is growing alongside broad-appeal entertainment. According to Parks, comedy (60%), drama (56%), and news (50%) are the most popular content categories, while 48% report watching live sports. SVOD services continue to add sports, news, and live events while FAST services build engagement through curated linear channels.

“Competition for viewers is increasingly about more than the content itself,” Goodman said. “Providers need to deliver an experience that makes it easy for consumers to find, access, and move between live and on-demand programming.”

From the article, "Parks: 39% of U.S. Internet Households Watch Live Events – Sports on Streaming Services" by Erik Gruenwedel

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