Report: Sports Rights Holders Need to Diversify Beyond Live Content

Why It Matters

The findings signal that traditional pay‑TV models are insufficient, urging rights holders to adopt diversified, lower‑friction revenue streams to capture emerging consumer preferences and curb piracy.

Key Takeaways

• 42% fans willing to pay for live sports.
• 30% willing to pay for highlights.
• Streamers prioritize high‑impact rights over volume.
• Sports streaming nears parity with linear TV in US.
• Executives expect creator/AI content to boost IP value.

Pulse Analysis

The sports media landscape is at a crossroads, with rights owners confronting a clear revenue shortfall as viewers drift from scheduled live broadcasts toward bite‑sized, on‑demand experiences. Altman Solon’s latest Global Sports Survey underscores that the classic subscription model, once the cornerstone of sports monetisation, no longer captures the full value of intellectual property. By quantifying fan willingness to pay for both live events and highlight reels, the report provides a data‑driven roadmap for operators seeking to broaden their income streams beyond the traditional pay‑TV paradigm.

Consumer behavior is reshaping distribution strategies. In markets such as Spain and Italy, sports streaming has already eclipsed linear television, and in the United States the gap has narrowed to under 14 minutes per week. Yet, despite this shift, piracy persists, with over 20% of viewers accessing content through unofficial channels. This underscores the urgency for rights holders to lower entry barriers—through freemium tiers, micro‑transactions, or bundled offers—to convert illicit viewers into paying customers while preserving premium experiences for high‑value audiences.

Looking ahead, the survey highlights the growing influence of digital creators and artificial‑intelligence‑generated assets. More than half of senior executives believe that creator‑led content and AI‑enhanced highlights will enhance sports IP valuation within the next three to five years. Embracing these technologies enables rights owners to repurpose existing footage, generate personalized fan moments, and open new licensing avenues. As the industry pivots toward a hybrid model that blends live events, short‑form highlights, and AI‑driven experiences, diversified revenue streams will become essential for sustainable growth.