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Parks: Streaming finds favor in American sports households

More than one-third of American broadband households are using streaming platforms to stay on top of live games from their favorite sports teams and organizations, according to new research released on Wednesday by Parks Associates.

The research firm’s latest report, “The New Live TV Model: Skinny Bundles, Sports, News,” found 39 percent of U.S. Internet households use on-demand streaming services to watch live events or sports — proving that sports fans are starting to move away from traditional pay TV like cable and satellite as more sports rights become available over streaming platforms.

One-quarter of households watch live video through free, ad-supported streaming television (FAST) services, while 21 percent do not watch live video at all, according to Parks Associates.

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

A survey released by Hub earlier this year illustrated just how confusing the landscape has become, with 90 percent of respondents expressing frustration at having to figure out where games are being offered on TV during the season.

That can be a problem for service providers, as live sports is one of two content categories that many Americans find important when determining what service to sign up for and stick with, according to Parks Associates.

From the article, "Parks: Streaming finds favor in American sports households" by Matthew Key

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