In an increasingly competitive and crowded streaming marketplace, live sports continue to dominate as the most valuable content driver for platforms. According to new data from Hub Entertainment Research’s “2025 Evolution of Sports: What’s the Score? Wave 4” report, sports remain the single most effective category for both acquiring and retaining subscribers. However, the study also underscores a growing issue for the industry: the very fragmentation of sports rights that fuels competition may be testing the patience of the very audiences it aims to attract.
The report, which surveyed 3,802 U.S. sports fans aged 13 to 74 in June and July 2025, confirms that nearly three-quarters (72%) of avid fans consider sports more important than any other content on television. This deep-seated emotional connection translates into direct business outcomes. A striking 87% of avid fans say they would be at least somewhat likely to subscribe to a new streaming platform if it acquired rights to a sport they follow. That figure rises to 92% among avid fans under 35, with 75% of them saying they would be very likely to sign up.
The report also reveals that 42% of all fans surveyed have already subscribed to a new service specifically to watch sports — an increase from 38% just one year ago. This data confirms sports' enduring and growing role as a driver of customer acquisition, particularly in younger demographics who are more willing to engage with digital platforms and streaming services.
But while sports content remains king, its delivery is becoming a thorny issue. According to the same study, 65% of sports fans say it has become a hassle to use multiple services to watch games throughout the season. More than half (53%) report that it’s harder now than a year ago to find the sports they want to watch, and 63% say having games spread across separate apps makes it difficult to keep tabs on simultaneous matchups.
Jon Giegengack, Founder and Principal at Hub and one of the authors of the study, emphasized both the power and the peril of the current distribution model: “These findings prove once again that sports have unrivaled power to attract new viewers to a platform, and keep them engaged over time. But it’s critical for services to remember that with great power comes great responsibility: the splintering of rights is making sports content harder to find. The backlash will come bigger and faster from sports fans than those looking for scripted TV.”
As more streaming platforms compete for sports rights to secure exclusive deals and subscriber growth, this rapid fragmentation could undercut their very advantage. What was once a relatively centralized viewing experience has become a scattered, multi-subscription endeavor. The report suggests that while fans are still willing to pay for access, the mounting complexity risks triggering churn, especially if user frustration outweighs loyalty to specific sports or leagues.
The business implication is clear: streaming platforms must not only acquire premium sports rights to grow, but also consider strategic partnerships, bundling options, or content aggregation strategies to mitigate viewer fatigue. In a sector where fan engagement is immediate and highly emotional, the margin for error is shrinking.