2025体育直播流媒体状况报告

Table of contentsIn This Report 1. The Fragmentation Crisis In Live Sports Streaming03 2. Mapping The Fragmentation07 3. The Complexity Multiplier For Advertisers12 4.Audience Consumption Trends Driving DeeperFragmentation16 5. How Al Digital Solves The Fragmentation Problem For Advertisers20 6. 2026 Live Sports Streaming 0utlook23 7. Key Takeaways 27 8. Case Study29 Part 1 The Fragmentation Crisis InLive Sports Streaming Part 1: The fragmentation crisis in live sports streaming From Cable To Chaos For the 2025 NFL season, die-hard NFL fans could pay up to $950 to have the privilege ofwatching every single NFL game from the comfort of their living room couch. That $g50will go towards monthly subscriptions on Amazon Prime, EsPN, Fox One, PeacockParamount+ and Netflix. Or, you can go the slightly more economical route and pay $752to Google to get NFL Sunday Ticket through YouTube TV. Granted, it is still possible to watch the NFL on good old linear TV, but you'll be limited tolocal and regional broadcasts and you won't be able to watch 2O+ streaming-exclusivegames. Regardless, watching the NFL has become a complicated affairone that nowneeds a guidebook as much as a playbook. However, it didn't always used to be like this. In 2oo5, back when Netflix still shipped DvDsin the mail, you could watch every single NFL game with a cable subscription and a $2o0subscription to NFL SundayTicket. And it's not just NFL fans who are feeling the effects of the stream-ification of live sports;NBA, NHL and MLS fans are in a similar position. The NBA has weekly streaming exclusivegames with Prime Video and Peacock. The NHL's marquee "Monday Night Hockey" rightsarealso ownedbyAmazonPrime,and93%of theMLS gamesare shownexclusivelyonApple TV. Part 1: The fragmentation crisis in live sports streaming Advertiser Complexity Challenge Streaming platforms have fragmented the sports viewing experience for consumers, andthat fragmentation has been replicated in the marketing and advertising world. Gone arethe days when a few contacts at the big four broadcasting networks could fulfill yoursports buying needs. Now, advertisers need to manage direct relationships and multipleseats on buying platforms in order to achieve substantial reach among sports fans. Live sports fragmentation has not only complicated ad buying for advertisers, it has alsocaused measurement and attribution nightmares.Live sports ad buys across multiplesingleDSPoutperformsanother. Part 1: The fragmentation crisis in live sports streaming Why Live Sports Streaming MattersPast The Tipping Point Unfortunately, the complications created by live sports streaming fragmentation are onlylikely to get worse, as streaming platforms view live sports as the key to their long-termsuccess. Streaming platforms like Netflix, Amazon Prime, and Disney+ successfully stoleentertainment TV from broadcast networks, as more streaming content is consumedcompared to Cable and Broadcast content combined. However, live sports had historically remained to be a bastion of broadcast and cable TV,even throughout the streaming era. Live sports are the main reason why Americans havemaintained cable subscriptions, despite the most popular news, drama and comedy Tvshows being streaming exclusives.Naturally,the streamingplatformshave set theireyeson sports audiences, hoping to further adoption of their platform and lock consumers intocontent ecosystems outside of broadcast TV. The major sports leagues couldn't be happier about the situation, as bidding wars betweenbroadcast networks and streaming platforms have driven up prices for sportsbroadcasting agreements, ultimately making the leagues themselves all the moreprofitable. This is the new reality for sports broadcasting, and whether we like it or not, consumerswill have to subscribe to more services to watch the sports they love, and advertisers willhave to master more platforms while building new relationships with publishers to reachtheir audience. At this point in the game, it's critical that advertisers are prepared for thenew reality in sports advertising, as those that do not evolve will likely lose out on valuablelive sports alignment To watch live sports (27%)Cable is what I'm most comfortable (26%)Cable is easier to use(12%)To watch the news(11%)To watch live entertainment events (11%)Cable is more cost effective (6%)0ther(5%)To watch political content (1%) Part 2 Mapping The FragmentationWho Owns What, And Why DoThey Own It? Part 2: Mapping the fragmentation Most Popular Streaming AppsTo Watch Sports On TV US I Jan 2024 Subscribed only for live sports Currentusetowatchlivesports Part 2: Mapping the fragmentation Late Entry PlatformsTech Giants Spark Fragmentation While live sports streaming has seen substantial growth in recent years, it is not a newoffering. True live sports streaming has been around since 2oo2, with the introduction ofMLB.TV. However, MLB.TV and similar streaming websites were seen as