Sports maintains importance for US households to have pay-TV | Pay-TV | News | Rapid TV News
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New research from Parks Associates has found that just more than a quarter (27%) of US pay-TV households say that sports programming is the primary reason they subscribe to their service.

Parks Associates Devotion to Sports ProgrammingWith many pundits suggesting that for skinny bundles to really take off they need to include the most popular content offering such as sports, Parks noted that while broadcast and pay-TV remain key sources for live sports, over-the-top (OTT) streaming options have become an important part of the live sports landscape. Recent Parks research has revealed that 52% of US broadband households have a subscription to both pay-TV and one or more OTT video services and that a tenth have switched, downgraded, or cancelled their pay-TV service in the past 12 months.

“Increasingly, leagues and networks are offering direct-to-consumer options. These services offer access to content that would otherwise not be broadcast and subscription options to those not subscribing to pay-TV,” remarked said Brett Sappington, senior director of research, Parks Associates. “In the past several weeks, both CBS and ESPN have launched their own streaming services for sports content. These services will both compete with and complement major services such as WWE Network and MLB.TV. Over time, pay-TV providers will likely partner with these types of services in order to round out their existing channel packages.”