The way we watch live sports is changing fast. As cord cutting accelerates and digital natives demand flexibility, streaming services have raced to secure sports rights, and with that shift comes a new set of challenges. It was reported last month that streaming had surpassed linear TV for the first time, and for sports fans, that trend is continuing, but there are growing frustrations.
According to a new report from wireless‑video innovator InterDigital, Inc. and research firm Parks Associates, more than half of sports viewers hit frustrating roadblocks like buffering, lag, and poor image quality. The report titled, Streaming Live Sports: Where Opportunity Meets Complexity, examines how viewers consume live sports in various forms, including SVOD, DTC, PPV, and paywall systems.
Here’s what you need to know about key takeaways from the state of sports streaming in mid‑2025 and how technology is stepping up to meet fan expectations.
Swapping Cable Boxes for Connected Devices
Flexibility is becoming a key factor for viewers who are ditching cable, as well as cost. Fans want the freedom to watch on phones, tablets, and smart TVs, whether they’re at home or on the go. The study found:
- Pay‑TV is on the decline: In Q1 2025, just 42% of U.S. Internet households paid for traditional pay‑TV, down from 62% in Q1 2020.
- SVOD saturation: Over half (55%) of subscription‑video‑on‑demand (SVOD) households now subscribe to five or more services, as viewers juggle Netflix, Disney+, Hulu, and more.
- Sports as the crown jewel: Sports fans spend an average of $88 per month on streaming, which is nearly 40% more than non‑sports viewers ($64 per month).
Additionally, with the ongoing digital shift, sports fans are driving revenue:
- DTC sports subscribers are the top spenders: On average, they are shelling out $111 per month across all streaming services. Compared to the $109 per month average for traditional and streaming sports viewers, and the $97 per month average for streaming-only sports viewers.
- SVOD viewers average 5.7 subscriptions per household compared to 3.3 in Q1 2020. Now, nearly 90% of U.S. internet households pay for at least one subscription-based streaming platform.
- As broadcast revenues plateau, leagues like the NFL and NBA are turning to digital: Streaming now accounts for nearly 25% of NFL broadcast revenue, and Amazon alone will claim 26% of NBA rights revenue in the new 2025 deal.
Demographics Drive Viewing Habits & FAST Channels Provide Free Accessibility
Sports are still adjusting to the habits of viewers as the industry undergoes the digital shift. Understanding these patterns is crucial for rights holders and streaming platforms looking to tailor content bundles, interactive features, and partnership opportunities. Some key demographic findings from the study:
- Youth gravitate to social platforms: 40% of sports viewers under 35 stream games via social media channels, compared to just 13% of those aged 55 and older.
- Women leading exclusive streaming: A slightly higher share of female sports fans (49%) stream sports exclusively, versus 42% of male fans.
- Betting meets streaming: Nearly one‑third (32%) of sports viewers find in‑app betting appealing and that jumps to 57% among 25‑ to 44‑year‑olds.
The good news is that the rise of free ad-supported streaming TV (FAST) is making sports viewing free again, like the days of yesteryear and the antenna. The study found:
- FAST is playing a bigger role in sports: FOX-owned Tubi shattered the Super Bowl streaming record with over 1.5 million concurrent viewers watching live. NBC, CBS, and other networks have also launched 24/7 sports highlight channels.
- Niche FAST channels are popping up for everything from surfing and cornhole to chess and MMA, giving smaller sports and communities more exposure than ever.
“The sports media landscape is transforming, as sports programming transitions from traditional broadcast and cable networks to streaming,” said Michael Goodman, Senior Analyst, Parks Associates. “Sports fans now have more ways than ever to engage with their favorite teams or sports. Many niche sports and out-of-market matches, previously unavailable, are now easily accessible, which can expand the sports audience, and providers have new opportunities to engage viewers in interactive activities, such as multicasts, live chats, and in-game betting, provided the experience is easy and seamless.”
Why Half of Fans Are Frustrated
Despite the explosion of streaming choices, at least 57% of sports fans report at least one technical headache when watching live games:
- Video quality woes: 18% of all sports viewers say the streaming picture itself is subpar; among viewers aged 18–24, that jumps to 31%.
- Bandwidth bottlenecks: One‑quarter of younger viewers (25%) report insufficient bandwidth for high‑quality streams.
- Lag and latency: 20% of 18–24‑year‑olds cite lag, which is deadly for live action, replays and in‑game stat updates.
- 30% of fans miss events because they don’t subscribe to the right service.
- Viewers are often confused about where to watch games, lack channel flipping, and are tired of needing multiple apps.
- A better UX is critical for the future of sports as viewers want better search tools, bundling, and streamlined access.
“Sports viewers should not have to deal with technical issues when watching their favorite sports teams. The broadcast and streaming ecosystem needs to work together to alleviate pain points or risk damaging their reputation for future events,” said Lionel Oisel, Head of Video Labs, at InterDigital. “While streaming services need to think holistically about the challenges that come with live video streams, more advanced video codecs can significantly reduce buffering and latency and improve the overall user experience.”
The Future & What to Watch Going Forward
Over the coming years, sports viewers should expect more immersive viewing features, including VR, 360° replays, real-time stats, personalized feeds, and dynamic language/audio overlays.
The study highlighted that device fragmentation remains an issue as there’s no universal standard. One key finding is that streaming platforms must cater to Roku, Fire TV, Apple TV, PlayStation, Samsung Tizen, and more by utilizing adaptive bitrate streaming (ABR). This would allow platforms to deliver smooth, high-quality streaming by intuitively matching your device and network conditions. If th
Viewers who suffer through poor latency and buffering see an impact on betting and Multiview features, especially during high-traffic events. Although more streaming platforms are enhancing their Multiview features. DIRECTV is rolling out Multiview on other devices beyond their proprietary Gemini. Even YouTube TV has expanded its Multiview with new channels and allowing users to create their own experience. Cord cutters who aren’t subscribed to a service with Multiview equipped can always find good deals on Multiviewers that vary from 4-in-1, 5-in-1, 9-in-1, or more.
With no universal standards and features, and video compressions varying by platform, technical difficulties will continue to be a problem for many, while more sports transition to streaming-friendly packages.
You find full InterDigital and Parks Research report: Streaming Live Sports: Where Opportunity Meets Complexity here.
Credit: InterDigital