Streaming has taken over as the preferred viewing method of the future, and is taking the place of traditional TV in homes across the country and the world. For a long time, it was sports fans keeping traditional cable TV alive, but that is changing too. According to a new report from Magnite, live sports streaming now accounts for 30% of all CTV streaming.
More leagues, events, and tournaments are accessible on streaming platforms, making it a natural choice for cord cutters to choose streaming over cable when it comes to watching sports.
While streaming services used to be associated only with on-demand content, this shift toward live TV has added to its already robust appeal. In fact, this report shows that 68% of all CTV viewers regularly watch at least one live streaming service. Even if sporting events are offered as on-demand content, nothing can beat watching a game in real time. The report shows 70% of live sport is watched in real-time, despite the ability to watch on-demand.
Other findings from the report show that Live sports streamers are more likely to discover new products, remember ads, and make a purchase than traditional TV viewers, and that Live programming is a crowd-pleaser – all age groups watch live-streamed content.