Skip to main content

Study: Sports fans want all games online — and they’re willing to pay for it

A person watching Sling TV on an iPAd.
Image used with permission by copyright holder
From Netflix to Amazon, cord cutters have an exploding selection of programming options these days, allowing them to all but swear off traditional TV. However, live sports — something that can be hard to find outside of traditional TV packages — continues to be one of the biggest draws for many viewers. A new study conducted by the Center for the Digital Future at USC Annenberg and ThePostGame suggests that 63 percent of sports fans would be interested in a forward-thinking solution to the lacking presence of sports programming online: an all-sports subscription channel.

The data comes from a sampling of 1,005 people surveyed between January 6 and February 2, according to Broadcasting & Cable.

Of course, the more exited about sports people are, the more they’re willing to pay. Among self-described intense sports fans, the percentage willing to pay for such an online option jumped to 78 percent. Households with children also got a boost, coming in at 70 percent.

Interestingly, the study finds that a majority of sports fans — 56 percent — are even willing to spend a larger share of their monthly budget on so-called over-the-top (OTT) subscription channels than they do on cable or satellite channels. That seems to suggest they’d be comfortable paying higher prices if it meant more of the content that interests them most. The study found that intense fans, for example, would be willing to purchase between three and four sports channels to get the most popular content online.

There was variation by generation, though. While the study suggests that 90 percent of all fans are willing to pay to stream sports, it was the youngest bracket surveyed that would shell out the most. Conversely, the oldest viewers want to keep a tighter grip on their dollars.

“Sports is the last category of must-see-now content,” said Jeffrey Cole, founder and director of the Center for the Digital Future. “Based on our data, genZ and millennial fans are clearly shifting preferences, behavior and spending.”

Content providers have already been making changes to try to accommodate these shifts, with streaming services like Sling TV and Playstation Vue, which offer a variety of traditional sports programming from networks like Disney’s ESPN and Fox Sports. However, comprehensive sports streaming options have yet to emerge.

A big fear for traditional pay TV services has long been the threat of online content cutting into their ad revenue, but the survey’s findings may offer reassurance. It turns out that less than half of sports fans — 44 percent — say that advertising detracts from their sports viewing experience, while another 44 percent are neutral and 12 percent say it actually enhances it. Interestingly, it’s mostly the older crowd (69- to 74-year-olds) who are anti-advertising, and frankly, they’re probably the least likely to watch games online.

The new study shows that interest in OTT subscriptions sports channels is clearly there, and perhaps the perceived barriers aren’t as daunting as they seem. It’s promising enough to ramp up our hope that such a service will arrive sooner rather than later.

Editors' Recommendations

Stephanie Topacio Long
Stephanie Topacio Long is a writer and editor whose writing interests range from business to books. She also contributes to…
All of Amazon’s Fire TV streaming devices are heavily discounted today
Two Amazon Fire TV Stick 4K Max sticks in hand.

Any model of Amazon's Fire TV streaming devices will give your non-smart TV access to streaming services and other apps, or replace the interface on your smart TV if you don't like it. If you're interested, they're available with discounts of up to 40% from Amazon, but only for a limited time. There's no telling how long you've got in order to pocket the savings from these deals, but if you want to make sure that you get these Amazon Fire TV streaming devices for cheaper than usual, you have to select the model and proceed with the purchase as soon as possible.

What to buy in Amazon's Fire TV streaming devices sale
The cheapest option in Amazon's Fire TV streaming devices sale is the Amazon Fire TV Stick Lite, which is instead of $30 for a $10 discount. You'll be able to access all of the popular streaming services with this devices, including Amazon Prime Video and Netflix, on Full HD quality after an easy setup process. If you want to watch content with 4K Ultra HD quality as your TV is capable of it, then we highly recommend the Amazon Fire TV Stick 4K, which you can get for for savings of $20 on its original price of $50 -- this is the largest discount percentage-wise in the sale at 40% off. The streaming device supports Dolby Vision and Dolby Atmos for a cinematic experience in the comfort of your own home.

Read more
Soundbar sale: Save on Samsung, Sony, Bose, and more, from $42
TCL Alto wireless soundbar and subwoofer deal walmart

Best Buy has a huge sale on soundbars with models available from just $42. For anyone looking for an inexpensive upgrade to their audio setup, these soundbar deals are the ones to consider. Over 60 soundbars are in the sale so we’ve picked out a few of our favorite deals to help you narrow things down. If you want to see the sale for yourself, simply tap the button below to take a look.

What to shop for in the soundbar sale
For the cheapest soundbar around, check out the which is down to $42 from $50. It was already cheap but $42 is pretty much impulse buy territory. It’s a basic soundbar but it has options including Bluetooth for wirelessly streaming your content, while you can also use the optical in port to connect it, while there’s also an aux-in port too. It also comes with a wall mounting kit and has a remote too.

Read more
Best QLED TV deals: Samsung, TCL, LG and Vizio
The Hisense U6H ULED 4K TV in a living room.

The best TVs tend to come down to TVs with QLED or OLED picture technologies behind them, with QLED being the picture technology many people prefer. Both technologies have become more and more affordable over the years, which makes now a great time to shop the best QLED TVs for a QLED TV that offers more savings. Right now you can find some discounted prices on top TV brands like TCL, Samsung, and LG, as there are a lot of QLED TV deals currently taking place. You’ll find our picks for the best QLED TV deals below, as well as some information on which QLED TV may be best suited for your home theater.
Hisense 55-inch U6 QLED 4K TV — $350, was $450

Hisense offers a range of impressive TV models and sizes. The Hisense 65-inch U6 QLED 4K TV will bring a range of great features to your home theater. These include compatibility with Google Assistant and Alexa for voice controls, a filmmaker mode that displays movie content precisely as it was intended by the filmmaker to be seen, and a game mode that automatically adjusts settings for smooth video game playback. This TV also has Bluetooth connectivity that will allow you to connect devices like the best wireless headphones and the best soundbars. This is also a Google TV, which gives you instant access to all sorts of streaming content.

Read more