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The Sports Report: Streaming vs Linear with Ross Benes, Senior Analyst @ EMARKETER
Have a question? Send us a text!
DOWNLOAD THE EMARKETER SPORTS VIEWERSHIP REPORT REFERENCED IN THIS EPISODE HERE: https://podcast.stateofstreaming.com/downloads/the-sports-report/
In this episode, Tim Rowe sits down with Ross Benes, Senior Analyst at EMARKETER, to separate the hype from reality in sports streaming. Ross's research reveals a striking disconnect: while streaming dominates nearly two-thirds of total TV screen time, live sports viewing on streaming platforms accounts for just 10% of minutes watched. The conversation covers the sports rights bubble, the future of regional sports networks, and why niche streaming might be the most exciting frontier in the space.
Key Takeaways
Sports Streaming Is Massive In Buzz, Not In Minutes Most sports viewers have watched something on a streaming service, but they're not doing it regularly. On-demand platforms like Peacock, Paramount+, and Prime Video account for roughly 10% of sports viewing time, while digital pay TV services like YouTube TV and Hulu + Live TV make up another 20%. The remaining two-thirds still flows through traditional cable packages.
- 5:19 – Why streaming's share of sports viewing is a fraction of its share of total TV time.
- 8:35 – How vMVPDs blur the line between streaming and cable, and why the distinction matters for advertisers.
The Sports Rights Bubble Is Real, For Some The NBA's media rights deal jumped from $2.7B to $6.9B. MLS tripled its rights payments but lost 65% of viewers after moving to Apple TV. Amazon and Apple can absorb sports as a loss leader because streaming is one piece of a larger business. But for platforms where ad revenue is the primary model, overpaying for rights with underwhelming viewership is a ticking clock.
- 12:50 – Why TNT walked away from the NBA deal and what that signals.
- 9:48 – The college basketball viewership reality, a St. John's game on Peacock likely doesn't crack 500K viewers.
Short-Term Revenue Grabs Versus Long-Term Fan Building Some teams are choosing reach over revenue, dropping paid RSN models in favor of free local broadcasts. Ross highlights NBA teams moving games to local affiliates instead of charging fans $6/month through cable networks, a bet on lifetime fan value over immediate subscription income.
- 17:40 – The NBA teams betting on accessibility over paywalls.
- 14:05 – Why RSNs survive for big-market teams but face extinction in smaller markets.
Niche Sports Streaming Is Quietly Expanding Access The most underrated story in sports streaming isn't the NFL or NBA, it's the long tail. Platforms like FloSports and Big Ten Plus now make it possible to watch Penn State wrestling, college volleyball, and semi-pro hockey on your TV. The question is whether discoverability and revenue can catch up to availability.
- 21:50 – FloSports, Big Ten Plus, and the explosion of niche sports content.
- 16:28 – The Roku Channel carrying League One volleyball and why cheap rights don't guarantee an audience.
Connect with the Guest
- Connect with Ross Benes on LinkedIn: Ross Benes
- Email: [email protected]
View all episodes
By StateofStreaming.comHave a question? Send us a text!
DOWNLOAD THE EMARKETER SPORTS VIEWERSHIP REPORT REFERENCED IN THIS EPISODE HERE: https://podcast.stateofstreaming.com/downloads/the-sports-report/
In this episode, Tim Rowe sits down with Ross Benes, Senior Analyst at EMARKETER, to separate the hype from reality in sports streaming. Ross's research reveals a striking disconnect: while streaming dominates nearly two-thirds of total TV screen time, live sports viewing on streaming platforms accounts for just 10% of minutes watched. The conversation covers the sports rights bubble, the future of regional sports networks, and why niche streaming might be the most exciting frontier in the space.
Key Takeaways
Sports Streaming Is Massive In Buzz, Not In Minutes Most sports viewers have watched something on a streaming service, but they're not doing it regularly. On-demand platforms like Peacock, Paramount+, and Prime Video account for roughly 10% of sports viewing time, while digital pay TV services like YouTube TV and Hulu + Live TV make up another 20%. The remaining two-thirds still flows through traditional cable packages.
- 5:19 – Why streaming's share of sports viewing is a fraction of its share of total TV time.
- 8:35 – How vMVPDs blur the line between streaming and cable, and why the distinction matters for advertisers.
The Sports Rights Bubble Is Real, For Some The NBA's media rights deal jumped from $2.7B to $6.9B. MLS tripled its rights payments but lost 65% of viewers after moving to Apple TV. Amazon and Apple can absorb sports as a loss leader because streaming is one piece of a larger business. But for platforms where ad revenue is the primary model, overpaying for rights with underwhelming viewership is a ticking clock.
- 12:50 – Why TNT walked away from the NBA deal and what that signals.
- 9:48 – The college basketball viewership reality, a St. John's game on Peacock likely doesn't crack 500K viewers.
Short-Term Revenue Grabs Versus Long-Term Fan Building Some teams are choosing reach over revenue, dropping paid RSN models in favor of free local broadcasts. Ross highlights NBA teams moving games to local affiliates instead of charging fans $6/month through cable networks, a bet on lifetime fan value over immediate subscription income.
- 17:40 – The NBA teams betting on accessibility over paywalls.
- 14:05 – Why RSNs survive for big-market teams but face extinction in smaller markets.
Niche Sports Streaming Is Quietly Expanding Access The most underrated story in sports streaming isn't the NFL or NBA, it's the long tail. Platforms like FloSports and Big Ten Plus now make it possible to watch Penn State wrestling, college volleyball, and semi-pro hockey on your TV. The question is whether discoverability and revenue can catch up to availability.
- 21:50 – FloSports, Big Ten Plus, and the explosion of niche sports content.
- 16:28 – The Roku Channel carrying League One volleyball and why cheap rights don't guarantee an audience.
Connect with the Guest
- Connect with Ross Benes on LinkedIn: Ross Benes
- Email: [email protected]