Traditional broadcasters v streamers: Where the live sports battleground stands according to Imagine Communications

By James Rivers, Imagine Communications solutions engineer.

For decades, traditional broadcasters distinguished themselves from digital newcomers by anchoring their offerings on three pillars: news, finance, and sports. In 2024, however, live sports remain the sole defining differentiator. With on-demand news and financial updates everywhere, the live sports arena has become the ultimate battleground, where broadcasters and streamers go head-to-head for viewers. But do live sports really separate the big hitters in broadcast from the rookie streamers?

Changing of the guard

To put this ongoing competition in context, let’s talk about the current distribution of Premier League broadcast rights in the UK. For the 2022 to 2025 period, Sky Sports, TNT Sports, Prime Video, and the BBC share these coveted rights. Sky Sports dominates with 128 live matches per season, set to increase to 215 matches annually from the 2025/26 season through 2029. TNT Sports follows with rights to 52 matches per season until 2029, while Prime Video streams 20 matches per season under an agreement that ends after 2024/25. Meanwhile, the BBC maintains its role as the home for Premier League highlights, with non-live coverage secured until 2029.

In case you missed it in the above paragraph, a streaming service is indeed in the mix for Premier League rights in the UK. After beginning modestly with tennis, Amazon expanded aggressively into two areas: the NFL in the US and football in Europe. In 2021, Amazon signed an 11-year deal worth $1 billion annually for exclusive rights to Thursday Night Football, marking the first time a streaming platform secured a full package of NFL games. In the UK, Amazon acquired a 20-game package of Premier League rights, but it chose not to renew after the 2024/25 season.

Streaming disruptors

Traditional broadcasters still dominate Premier League rights outside the UK as well, with Canal+, ViaPlay, SuperSport, ESPN, and NBC Sports leading the charge. However, streaming disruptors are making inroads.

FuboTV, for instance, secured exclusive Premier League rights in Canada starting with the 2022/23 season. This three year deal allows FuboTV to stream all 380 matches per season, enhancing its profile in the Canadian sports streaming market. The platform also acquired rights to Serie A, the Coppa Italia, and the Supercoppa Italiana, further cementing its position. In addition, DAZN – the “Netflix of Sport” – secured Premier League rights in Spain and Portugal for the 2025/26 to 2027/28 seasons, complementing its existing coverage in Belgium.

The growing presence of streaming platforms in sports broadcasting raises critical questions about sustainability. Companies like DAZN, Prime Video, Apple TV (with MLS and MLB), Netflix (exploring NFL partnerships), and Disney are vying for market share, but the economics are challenging. Pure streaming businesses like DAZN and FuboTV rely heavily on balancing high rights acquisition costs with revenue from subscriptions and advertising. In contrast, diversified giants like Amazon, Apple, and Disney can experiment, balancing the investment with their broader portfolios.

Consumer behavior further complicates this landscape. A YouGov study [April 2024] revealed that 31% of UK consumers canceled at least one streaming service over the past year, with 39% likely to cancel one in the coming year. Rising living costs and market saturation are driving these decisions, with streaming subscriptions often among the first expenses cut during financial strain.

FAST channels

In response to customer churn, providers are adopting innovative strategies to retain subscribers. For instance, DAZN launched 10 free ad-supported streaming TV (FAST) channels in 2024. These channels serve as customer acquisition tools (CATs), offering free content to attract new users or win back lapsed subscribers, while generating advertising revenue.

The introduction of FAST channels reflects a broader shift in the industry. By leveraging these channels, broadcasters and streamers aim to balance rising content costs with the need for additional revenue streams. However, the effectiveness of FAST channels in covering expenses and driving profitability remains uncertain. As the industry experiments with this model, the next few years will reveal whether these channels represent a viable long-term strategy.

More questions than answers for 2025

In 2025, one thing is certain; the sports broadcasting landscape is again set to be a battleground between established broadcasters and digital newcomers. But as bidding wars intensify, it’s uncertain whether traditional broadcasters will stage a comeback, or streaming powerhouses like Apple and Netflix will secure the upper hand with exclusive rights. Only time will tell, but the fact that many of us watched the NFL on Netflix this holiday season certainly makes things interesting.

Furthermore, as consumers reevaluate their subscription options under economic strain, the role of FAST channels as effective CATs will face greater scrutiny. With streaming platforms like DAZN and FuboTV diversifying their offerings, another critical question persists; can they reconcile the soaring costs of rights acquisitions with sustainable revenue models? While great content remains essential, retaining audiences will demand innovative strategies and the ability to adapt swiftly to a dynamic market.

So, while we anticipate the growth of FAST-based channels as CATs, what the industry truly needs is a definitive set of metrics to reveal the real profitability — or loss — of these channels. Let’s hope 2025 delivers those answers.

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