TiVo released its Q4 2024 Video Trends Report and included some insights about viewer habits and opinions around watching sports.
The report notes that consumers are trying to cut down on the number of streaming services they use, and that more people are opting to stick with cable than in previous years – the report says that the number of users planning to cut the cord declined 2.0% year-over-year. One reason people are choosing not to cut the cord is unrestricted access to sports
58% of those who responded to a survey from TiVo said that they have been unable to watch specific sporting events due to lack of access through their subscribed services. Rather than signing up for multiple services, some are keeping cable. The issue is that some sports events are exclusive to streaming platforms, like Thursday Night Football on Prime Video, Christmas Day NFL games on Netflix, and some Monday night MLB games on Apple TV+.
Of those surveyed, 49% expressed frustration that sporting events are now shown on different sources that they don’t subscribe to. 43.9% said it’s a struggled to even figure out where the event is airing.
“We are seeing a shift in consumer priorities as they look for ways to reduce the number of services they use without sacrificing access to quality content,” said Xperi’s chief product and services officer, Geir Skaaden. “As consumers face economic uncertainty there will be increased pressure on the entertainment industry to deliver quality content and keep users engaged for long periods of time. There is a chance we will see a similar spend and entertainment consumption trend from that which we experienced during the pandemic, with consumers searching for cost saving measures and spending more time at home, increasing the value in which consumers place on entertainment. This new balancing act is and will continue to put more pressure on the entertainment ecosystem to deliver value with relevant and timely content.”
What are viewers doing when they can’t watch an event on a service they already have? Many say they just skip it.
TiVo’s report says this is “an opportunity for providers who can bring sports viewing together to win with consumers.” The question now is whether any service will be able to give consumers the content they want, all in one place, within a reasonable price range.