April 17, 2024

Ampere Analysis Reveals Live Sports as A Significant Contributor to US Streaming Growth

In their latest consumer survey, Ampere Analysis has revealed live sports as a significant contributor to US streaming growth. By: Kritchanon Tan Kian Wei

US - English market research company Ampere Analysis’ latest consumer survey has revealed live sports as an increasingly valuable contributor to growth in US streaming platforms, stating that over-the-top (OTT) providers that held the rights to the National Football League (NFL) saw a greater boost in monthly active viewing in Q1 2024 than those which did not hold rights.

The survey revealed that monthly active users for US platforms with NFL rights increased by 14% from Q3 2023 to Q1 2024, compared to platforms without NFL rights only gaining a 10% increase in monthly active users.

Research director at Ampere Analysis stated: “The growth in viewership for platforms holding NFL rights shows how important tier one sports rights can be to streaming platforms, especially in an increasingly competitive streaming market. While most U.S. domestic rights have now been tied up, Q2 will likely see the awarding of the NBA rights, the last chance for platforms or streamers to get a seat at the table for a significant amount of time. As streaming platforms try to diversify revenue streams through advertising, live sports will play a bigger role in helping to guarantee eyeballs, thereby pushing up advertising value.”

The recent Super Bowl LVIII held on February 11 2024 ended up averaging 123.7 million viewers, making it the most-watched TV program of all time in American history and nearly the most watched US broadcast of all time, with the Apollo 11 moon landing still holding on to that title with an estimated viewership of between 125 and 150 million viewers in the US back in 1969. 

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