As streaming comes of age, the way we consume sports is undergoing a significant transformation. LG's latest series of reports titled "Stadium to Screen: Streaming Live Sports in 2024" offers an in-depth look into this evolution, focusing on three major markets: the United States, the United Kingdom, and Canada. These three unique reports collectively provide a holistic view of the current trends in sports streaming, highlighting similarities and differences in viewer preferences and behaviors across these regions.

US Market Insights

The American sports landscape is diverse and a major driver of TV viewing, with events like the Super Bowl, NCAA March Madness, and the Olympics uniting millions. According to LG's report, an impressive 90% of Connected TV (CTV) users in the US engage in watching live sports on television, highlighting the mainstream appeal of sports viewership. An average of five different sports are followed by these viewers, indicating the massive interest Americans have in sports.

A notable shift is seen in the method of consumption, with 70% of CTV users now streaming live sports events. This trend is further exemplified by the fact that 40% of viewers planned to exclusively stream the 2024 Super Bowl. Additionally, the report highlights an increase in streaming platforms offering live sports, with nearly half of the CTV users accessing live sports through a series of three or more streaming apps.

UK Market Overview

Across the Atlantic, the UK shares a similar passion for sports, with major events like the Euro Cup, the Olympics, and the Six Nations Rugby Tournament capturing the public's imagination. LG's findings reveal that sports viewership is equally mainstream in the UK, with 90% of CTV users watching live sports on TV and actively following around five different sports.

The trend towards streaming is also prominent in the UK, where 70% of CTV users stream live sports events. The 2024 Euro Cup, in particular, is expected to be streamed by half of these users. The popularity of streaming services is evident too, as over a third of CTV users in the UK utilize three or more apps to watch live sports.

Canadian Market Analysis

In Canada, sporting events such as the Super Bowl, NCAA March Madness, and the Olympics are key unifiers. LG’s report illustrates that Canadian sports viewers are as broad and engaged as their US and UK counterparts, with 90% of CTV users watching live sports on TV, and an average following of five different sports.

Canadians are increasingly turning to streaming for live sports, with 70% of CTV users streaming these events. A specific highlight for Canadians is the Stanley Cup playoffs, with 30% planning to stream it exclusively. Like the US and UK, the variety of streaming apps is expanding, with over a third of Canadian CTV users accessing live sports across multiple platforms.

The three reports collectively paint a picture of a global sports community that is increasingly embracing streaming as a preferred mode of experiencing live sports. Despite geographical differences, there are clear commonalities in the growing comfort with streaming technology as well as the number of platforms offering live sports content. As this trend continues to evolve, it will be fascinating to see how the interplay of traditional broadcasting and streaming shapes the future of sports viewership in these and other markets around the world.

For a deeper dive, download the reports at TVREV.

🇺🇸 US Report 🇬🇧 UK Report 🇨🇦 Canadian Report