The results emphasize the concerns of the industry as more streaming services enter the sports market and sports media becomes fragmented. According to Altman Solon’s 2024 Global Sports Survey, younger fans are increasingly turning to highlights, documentaries, and short videos from fans, teams, and players rather than watching live games. The survey, which surveyed 3,000 global sports fans, found that a significant number of young fans prefer watching highlights and other content over live games. Difficulty accessing content and a reluctance to pay are reasons why only two-thirds of sports fans watch live matches. A related survey of 220 global sports executives by Altman Solon also noted this trend, with 65% of executives expressing concerns about the ongoing relevance of live sports for fans. Altman Solon Partner David Dellea commented on the findings, stating that shorter content is now as popular as live games, posing a challenge for rights holders and partners to attract younger audiences to live sports. The survey also revealed that 66% of sports fans have trouble accessing live sports, and 43% are unwilling to pay for content at current pricing models. The report suggests that despite lower interest in watching games among younger fans, live sports still drive viewership for networks and streamers. Altman Solon recommends elevating standalone content and implementing differentiated pricing strategies for sports rights holders and partners. The survey, conducted among 3,000 adult consumers and 220 senior sports executives in eight countries, will release more results in the future.

Person: David Dellea, Matt Del Percio

Company Names: Altman Solon

Titles: Global Sports Survey, The Final Pitch, Broadcasting beyond borders, TOD partners with LiveLike, Oman hosts conference to explore the impact of AI on media & communication, Zawya Cinema reveals lineup for 17th Panorama of the European Film

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