People’s viewing habits have changed significantly in recent years. This, of course, includes watching sports – we are already moving away from traditional TV broadcasts to the dynamic and accessible world of sports streaming. The live sports streaming market is on a trajectory to grow from $18.1 billion in 2020 to over $87.3 billion by 2028. This significant growth is made possible by the growing interest in sports, the availability of high-quality broadband connections and the availability of multi-platform devices. Below you’ll learn why the world of sports streaming continues to grow in popularity.

Rise of dedicated sports streaming services

Dedicated sports streaming services like ESPN+, DAZN, Peacock, and subscription-based platforms offered by sports leagues themselves (e.g., NFL Game Pass, NBA League Pass) have grown in popularity. These services provide extensive coverage of various sports, including niche ones that might not get mainstream TV coverage.

Mainstream sports fans can enjoy comprehensive coverage of their favorite leagues, including live matches, replays, and exclusive programs such as pre-match studio and post-match interviews. At the same time, fans of less mainstream sports, who fought for airtime on conventional television stations, will now find what they like on these platforms. Sports such as rugby, motorsports, or martial arts, are regularly featured, expanding the sports ecosystem and supporting diverse sports communities.

Multi-device streaming

Sports streaming platforms are designed to be compatible across a wide range of devices, including smartphones, tablets, laptops, desktop computers, and smart TVs. This cross-platform compatibility ensures that fans can access live games, replays, and other sports-related content from wherever they are, at home or on the go, without being tied to a traditional TV setup. For instance, someone could start watching a game on their smart TV at home and then switch to a smartphone or tablet if they need to step out, ensuring they don’t miss any action.


Unlike traditional cable packages, which bundle dozens of channels, often including news, lifestyle, and niche channels that you may never watch, streaming services allow for targeted subscriptions. This means you only pay for the specific content you need, whether it’s a single sports channel, a dedicated platform for your favorite league, or a service that offers access to a specific set of sports. This eliminates the burden of paying for unwanted content that inflates your cable TV bill. Some platforms offer bundled packages that combine access to various sports channels or leagues at a discounted rate compared to subscribing to them individually. This can be particularly cost-effective for fans who follow multiple sports or teams.

Enhanced viewing experience

Enhancing the viewer experience in sports streaming has become a central focus for dedicated sports streaming services. As competition intensifies, these platforms are employing innovative technologies and features to captivate audiences, making sports viewing more interactive, immersive, and personalized than ever before.

Real-time statistics

Dedicated sports streaming services now offer in-depth analytics and live statistics that are instantly updated during games. This feature allows fans to better understand the nuances of the game, track the performance of their favorite players in real time and gain insight into team strategies. You can also see a soccer player’s heat maps or a basketball player’s shooting accuracy.

Social media integration

Social media integration is another critical component that enhances the sports viewing experience. Streaming platforms often include features that allow viewers to share moments from live games directly to their social media accounts, engage in discussions with other fans, and participate in live polls or quizzes. This integration helps create a communal viewing experience, connecting fans from around the globe and fostering a sense of belonging among supporters of teams and sports.

Interactive features

Streaming platforms have revolutionized sports viewing, transforming fans from passive observers to active participants:

– Relive each key moment from different viewpoints with instant replays available from different angles. Analyze a decisive play, see a spectacular goal from multiple perspectives, or simply enjoy a player’s celebration – all at your fingertips.

– The platforms offer interactive timelines that highlight key moments during the game, allowing you to revisit specific plays or follow the flow of the contest. With highlight selectors, users can choose their own post-game experience, focusing on the moments that are most important to them.

Personalized viewing

Personalization is at the heart of modern sports streaming. Platforms now use algorithms to learn viewer preferences, offering personalized content recommendations, including live matches, highlights, documentaries, and analyses tailored to individual interests. Fans can follow their favorite teams and sports, confident that they will never miss important matches or news. Customizable notifications about match starts, scores, and highlights further enhance the personalized viewing experience, making it easier for fans to stay connected to the sports they love, on their terms.

Reduced advertising

The aspect of limited advertising on sports streaming platforms greatly enhances the viewer experience by minimizing interruptions during live events or on-demand content. Traditional sports broadcasts often include regular commercial breaks that can disrupt the game and potentially cause viewers to miss key moments. This traditional model is designed primarily with the needs of advertisers in mind, and the viewer experience is secondary.

In contrast, many sports streaming services offer models with fewer ads or even ad-free viewing experiences, depending on the subscription tier. For instance, premium subscriptions might provide an entirely ad-free experience, while more basic tiers could feature limited advertising. This structure gives viewers the power to choose their preferred viewing experience based on their willingness to pay or tolerate ads.

Exclusive behind-the-scenes content

Many streaming platforms offer exclusive content. You can go beyond the statistics and hear the personal stories of athletes. Exclusive interviews, documentaries, and vlogs offer unfiltered insights into their motivations, challenges, and triumphs. This humanizes the athletes, allowing fans to connect with them on a deeper level and appreciate the sacrifices they make for their sport. This content adds value for fans seeking a deeper connection to their favorite sports or athletes.

International availability

The international availability of sports streaming services is significantly impacting the way fans around the world access sports content. This accessibility allows fans from any country to follow their favorite sports, teams or athletes. It enables sports leagues to expand their fan bases around the world by offering content across national borders and delivering personalized, localized content to meet the needs of diverse international audiences. Moreover, streaming platforms offer multiple language options and 24/7 access to live and on-demand content, allowing them to accommodate fans across time zones.

Final words

Sports viewing is undergoing rapid changes, with streaming leading these developments. From access to less mainstream sports on specific platforms to customized viewing suggestions and interactive functionalities, streaming services are responding to the varied tastes and interests of fans worldwide. With ongoing technological progress, we can look forward to even more inventive and engaging ways for fans to feel closer to the action. Whether you’re a die-hard fan or simply enjoy watching games from time to time, the future of sports viewing lies in streaming, offering an experience that keeps getting better and more exciting.

With our white-label OTT platform, Better Media Suite, you can make sports content accessible to a wider audience, regardless of the device they use. Better Media Suite also offers a variety of features that can be used to create a more engaging experience for sports fans. This includes the ability to stream live and recorded content, as well as to offer features like quick match highlights, breakdowns of key plays, and recaps.

Contact us today and see how it can elevate your game!