Sports content remains one of the most powerful acquisition drivers for pay-TV, accounting for 24% of all new subscriptions worldwide in the first half of 2025, according to new research from Omdia. The analysis underscores how premium live sports rights continue to be a decisive factor for pay-TV operators as they battle streaming platforms for audience share.
Omdia’s data reveals that sports were responsible for almost one in four new pay-TV subscriptions globally during the period from January to June. Asia-Pacific led the growth, with the region contributing the largest share of sports-driven sign-ups, followed by the Americas and EMEA. The report highlights that markets with strong domestic sports leagues—such as cricket in India, football in Europe, and basketball in the U.S.—are seeing particularly high conversion rates among new subscribers.
Ed Ludlow, Senior Analyst for Omdia’s TV and Video team, said, “Live sport remains a major differentiator for pay-TV platforms. In a fragmented viewing landscape, sport’s ability to deliver large, engaged audiences in real time makes it a critical driver of customer acquisition.”
The research points to the increasing role of streaming platforms in the sports rights market. Over the past two years, major players such as Amazon Prime Video, Apple TV+, and DAZN have expanded their investments in live sports, intensifying competition with traditional pay-TV operators. However, Omdia notes that established broadcasters still hold a dominant share of marquee rights in most regions, using sports as a cornerstone to retain and grow subscriber bases.
The report also warns that escalating rights fees, coupled with shifting consumer habits, could force operators to experiment with more flexible models. Hybrid distribution strategies—combining traditional linear coverage with streaming access—are gaining traction as a way to broaden reach and appeal to younger, digital-first audiences.
Ludlow added, “The challenge for operators is to balance the high cost of sports rights with sustainable subscription models. Those that can package sport with other premium content and deliver it seamlessly across platforms will be best placed to defend their market position.”
With nearly a quarter of new pay-TV subscriptions in early 2025 directly tied to sports, Omdia’s findings reaffirm the category’s enduring commercial value. As competition for rights intensifies, both traditional broadcasters and streaming entrants are expected to increase their investments, making live sports a central battleground in the global fight for subscribers.