농구 스트리밍 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the basketball streaming market size stood at USD 4.35 billion in 2025 and is projected to reach USD 9.57 billion by 2031, at a CAGR of 13.64% from 2026 to 2031.

This report is Segmented by Device Type (Smartphones and Tablets, Smart TVs, and Laptops and Desktops), Content Type (International Matches, and Domestic Matches), Streaming Type (Live Streaming, and On-Demand Streaming), and Geography (North America, South America, Europe, Asia-Pacific, Middle East, and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Global Basketball Streaming Market Trends and Insights

Expansion of Direct-to-Consumer League Pass Ecosystems

The NBA's July 2024 media agreement placed Prime Video and Peacock beside ABC and ESPN, which shifted premium basketball into a lasting hybrid system where streaming sits at the center of national access rather than beside it. By the close of the upcoming regular season, total U.S. viewership is expected to reach a significant level, while global live coverage is projected to expand substantially. This trend shows that digital distribution can expand audience scale without diluting the value of premium rights. Watch hours per user on the NBA App are also expected to increase meaningfully, indicating that owned league platforms are becoming meaningful audience engagement and retention channels rather than support layers for broadcast partners. This model gives rights holders greater direct control over pricing, packaging, and first-party audience behavior, which is important as subscriber decisions can now be tracked closer to the point of purchase and renewal. For the basketball streaming market, this creates a more durable revenue loop in which distribution control, customer data, and content value reinforce each other over time.

Rising Live-Sports Ad Inventory Premiums on Connected Screens

Live basketball continues to deliver appointment viewing at scale, making it one of the few streaming content types that can consistently support premium connected-screen advertising. Standard live sports CTV placements commonly command high CPMs, while interactive or event-triggered units can exceed that range, raising the revenue ceiling for platforms with premium game inventory. Premion reported that most advertisers already active in live sports CTV planned to increase spending over the next 12 months, while many nonbuyers also expected to enter the category. Basketball is particularly well-positioned because the regular season provides platforms with a large volume of premium inventory across many nights, unlike sports that rely primarily on a few tentpole events. In the basketball streaming market, this advertising depth matters because it supports a two-engine model in which subscription revenue and premium advertising both contribute to rights monetization.

Fragmented Rights Ownership Across Leagues, Teams, and Territories

Rights fragmentation remains one of the clearest structural limits on scale because basketball content is divided across national league packages, local team packages, and territory-specific international agreements. FIBA's distribution setup shows this clearly, with separate arrangements across markets such as Germany and China rather than one unified worldwide digital access model. The NBA's ongoing local rights transition adds another layer because fans may still need different services depending on team location, national package, and competition type. When viewers cannot predict where a game will appear, the discovery burden rises, and the value of each individual subscription weakens. For the basketball streaming market, that means a large share of underlying fan demand still does not convert cleanly into stable recurring revenue.

Other drivers and restraints analyzed in the detailed report include:

1. Mobile-First Consumption Among Younger Basketball Fans
2. Subscription Bundling with Telecom and Pay-TV Offers
3. High Sports Rights Inflation Compresses Margins

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Smartphones and tablets held 55.23% of the basketball streaming market share in 2025, which made mobile the leading access point for both live viewing and short-form basketball consumption across regions. That lead reflects more than convenience because league apps, regional services, and international basketball products are increasingly designed around fast sign-in, short-form discovery, and portable viewing behavior from the first user touchpoint. Disney Advertising reported in 2025 that younger sports audiences already spent most of their viewing time on devices other than television, which helps explain why basketball aligns so well with the mobile environment. WSC Sports also found strong streaming preference among Gen Z and Millennial fans, which reinforces the link between basketball fandom and mobile-native behavior in the basketball streaming industry.

Mobile leadership also fits the rhythm of basketball viewing because fans often check in repeatedly across a game rather than committing only to a single uninterrupted long session. The NBA's 2026 regular-season results showed nearly 20 million live game streams from Tap to Watch, which supports the view that fast, low-friction mobile access is now central to engagement growth. Smart TVs are projected to grow at a 13.86% CAGR through 2031, which shows that living-room streaming is becoming more important as households expect premium sports inside connected home entertainment setups. This shift improves monetization because premium live sports inventory on connected televisions is priced well above open web video, giving rights holders a better revenue mix as screen time migrates upward. Laptops, desktops, consoles, and emerging interactive devices remain smaller in revenue terms, but they still matter because the basketball streaming market increasingly rewards flexible access across every screen type rather than a single dominant device.

Complete Report Scope:

• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Type
• By Content Type
  • International Matches
  • Domestic Matches
  • Other Content Type
• By Streaming Type
  • Live Streaming
  • On-demand Streaming
  • Other Streaming Type
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 56.66% of the basketball streaming market size in 2025, which kept the region far ahead of every other geography in monetized basketball viewing. The lead rests on the NBA's deep media infrastructure and on the 2025-26 rights reset that placed ABC and ESPN, Peacock, Prime Video, and NBA TV inside one broader national streaming cycle. In June 2026, the NBA said the regular season reached 170 million total U.S. viewers and more than 1.3 billion hours of global live coverage, which underlined the scale advantage of the North American ecosystem. Canada followed a similar path through strong sports network distribution and direct-to-consumer access, which kept basketball discoverable across both bundled and stand-alone products. South America remains smaller in revenue terms, but the basketball streaming market is broadening there as regional platforms and imported league packages extend access to more cross-border competitions.

Europe remains a rights mosaic rather than a single unified basketball zone, with different broadcasters and streamers controlling FIBA, EuroLeague, and domestic league access by country. Movistar Plus+ and EuroLeague extended their Spanish partnership through the 2030-31 season, which shows how incumbent subscription platforms still matter in established European markets. This setup supports recurring revenue, but it also slows greenfield direct-to-consumer expansion because many viewers already receive basketball inside broader pay television or multi-sport bundles. Asia-Pacific is projected to grow at a 14.23% CAGR through 2031, making it the fastest-growing region in the basketball streaming market. FIBA's exclusive digital partnership with Migu in China and strong NBA audience momentum across key Asia-Pacific territories give the region a long runway for both premium and mobile-led viewing.

Africa is moving from limited availability toward multi-tier access, with the NBA returning to SuperSport channels and debuting on Showmax across more than 50 sub-Saharan countries in November 2025. In May 2026, ESPN Africa secured exclusive pay television rights to the NBA Finals across sub-Saharan Africa, which added a premium layer to the regional distribution model. The Middle East is advancing through a mix of dedicated sports services and telecom-linked distribution, which helps premium basketball content reach viewers through familiar billing relationship. Across both regions, the biggest opening in the basketball streaming market is still a unified direct platform that combines local payments, localized commentary, and strong on-demand discovery.

1. ESPN
2. Warner Bros. Discovery, Inc.
3. Amazon.com, Inc.
4. NBCUniversal Media, LLC
5. YouTube, LLC
6. Paramount Global
7. DAZN Limited
8. fuboTV Inc.
9. NBA Media Ventures, LLC
10. Turner Broadcasting System, Inc.
11. Eleven Sports Network
12. Tencent Holdings Limited
13. Viaplay Group AB
14. Sky Group Limited
15. Walt Disney Company
16. Apple Inc.
17. Rakuten Group, Inc.
18. Sony Group Corporation
19. Hudl
20. Sportradar Group AG

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope Of The Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Expansion of Direct-To-Consumer League Pass Ecosystems
  • 4.2.2 Rising Live-Sports Ad Inventory Premiums on Connected Screens
  • 4.2.3 Mobile-First Consumption Among Younger Basketball Fans
  • 4.2.4 Subscription Bundling With Telecom and Pay-TV Offers
  • 4.2.5 AI-Powered Personalization and Highlights Improve Retention
  • 4.2.6 Monetization of Youth, College, and International Basketball Rights
• 4.3 Market Restraints
  • 4.3.1 Fragmented Rights Ownership Across Leagues, Teams, and Territories
  • 4.3.2 High Sports Rights Inflation Compresses Margins
  • 4.3.3 Piracy and Unauthorized Restreaming Reduce Monetizable Reach
  • 4.3.4 Variable Broadband Quality and Latency Hurts Premium Live Viewing
• 4.4 Industry Value Chain Analysis
• 4.5 Impact Of Macroeconomic Factors On The Market
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power Of Suppliers
  • 4.8.2 Bargaining Power Of Buyers
  • 4.8.3 Threat Of New Entrants
  • 4.8.4 Threat Of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Device Type
  • 5.1.1 Smartphones and Tablets
  • 5.1.2 Smart TVs
  • 5.1.3 Laptops and Desktops
  • 5.1.4 Other Device Type
• 5.2 By Content Type
  • 5.2.1 International Matches
  • 5.2.2 Domestic Matches
  • 5.2.3 Other Content Type
• 5.3 By Streaming Type
  • 5.3.1 Live Streaming
  • 5.3.2 On-demand Streaming
  • 5.3.3 Other Streaming Type
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 Saudi Arabia
    • 5.4.5.2 United Arab Emirates
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 ESPN
  • 6.4.2 Warner Bros. Discovery, Inc.
  • 6.4.3 Amazon.com, Inc.
  • 6.4.4 NBCUniversal Media, LLC
  • 6.4.5 YouTube, LLC
  • 6.4.6 Paramount Global
  • 6.4.7 DAZN Limited
  • 6.4.8 fuboTV Inc.
  • 6.4.9 NBA Media Ventures, LLC
  • 6.4.10 Turner Broadcasting System, Inc.
  • 6.4.11 Eleven Sports Network
  • 6.4.12 Tencent Holdings Limited
  • 6.4.13 Viaplay Group AB
  • 6.4.14 Sky Group Limited
  • 6.4.15 Walt Disney Company
  • 6.4.16 Apple Inc.
  • 6.4.17 Rakuten Group, Inc.
  • 6.4.18 Sony Group Corporation
  • 6.4.19 Hudl
  • 6.4.20 Sportradar Group AG

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space And Unmet-Need Assessment