Streaming's Sports Binge Will Push Rights Market Past $78 Billion

Global sports media rights are forecast to surge 20% to over $78 billion by 2030, driven by escalating competition from streamers and massive US deals. The shift is reshaping how and where fans watch their favorite games, scattering marquee matchups across a growing number of digital platforms.

• The American engine: The US is driving the boom, with spending projected to top $36 billion alone. The growth comes from the NBA’s latest rights deal and upcoming MLB contracts, but the NFL could be the real wildcard, as the league reportedly believes its current deals are undervalued and may seek early renegotiations. Streamers like Amazon Prime Video, Peacock, and Netflix are already carving out territory, leaving traditional cable bundles behind.

• A global game: This trend isn't just American. Europe’s market is set for steady growth to over $21 billion, where Ampere Analysis expects global streamers to spark a bidding frenzy for the next round of rights. Meanwhile, Asia's market is forecast to hit nearly $10 billion, powered almost entirely by an insatiable appetite for Indian cricket.

For fans, the influx of cash and streaming competition means more choice but also more fragmentation. Following a single team could soon require subscribing to a half-dozen different services, turning game day into a hunt across multiple apps. The new streaming deals are changing the very fabric of sports viewing, with Netflix now owning rights to MLB's Home Run Derby and a revived "Field of Dreams" game.