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

According to Mordor Intelligence, the live sports streaming market size is expected to increase from USD 12.43 billion in 2025 to USD 14.1 billion in 2026 and reach USD 23.89 billion by 2031, growing at a CAGR of 11.12% over 2026-2031.

This report is Segmented by Device Type (Smartphones and Tablets, Smart TVs, and Laptops and Desktops), Sport Type (Football/Soccer, Baseball, Basketball, Cricket, Motorsports, and Tennis), and Geography (North America, South America, Europe, Asia-Pacific, Middle East, and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Global Live Sports Streaming Market Trends and Insights

Rising Cord-Cutting And Shift From Pay TV To Direct-To-Consumer Sports

The live sports streaming market is being pushed forward by the steady movement of sports rights from traditional television structures into direct digital distribution. Large rights packages now sit at the center of platform strategy because live events keep viewers engaged and reduce the risk of subscriber churn when major games are on the schedule. The pattern is visible across the live sports streaming market in the way conferences, leagues, and media groups are launching or expanding direct access products instead of depending only on older broadcast models. The Mountain West Conference launched MW+ in July 2026 as a direct-to-consumer platform, which showed that even collegiate properties are building their own digital route to fans and new revenue streams. The CW Network and ESPN also widened digital availability for college sports through their April 2026 agreement to place more than 800 hours of live CW Sports events on the ESPN App. As more rights holders see the value of direct fan relationships, the live sports streaming market gains a stronger base for subscriptions, advertising, and audience data that was harder to capture in legacy television arrangements.

Expansion Of Low-Latency 5G And Fiber Connectivity

The live sports streaming market is also benefiting from network improvements that make live delivery more reliable and more interactive. Better 5G and fiber access do more than reduce buffering because they support real-time overlays, camera switching, and synchronized viewing experiences that are harder to deliver on weaker networks. T-Mobile used its 5G Advanced Network at the 2025 PGA Championship to support a real-time augmented reality visualization layer that overlaid player shot data during the broadcast. That kind of deployment matters to the live sports streaming market because it turns network quality into a visible part of the product instead of a hidden technical feature. It also supports future growth in ad-supported viewing, in-play betting, and richer statistics displays that depend on low delay and stable transmission. As these capabilities become more common, platforms with stronger delivery architecture are likely to hold audiences for longer periods and compete more effectively for premium rights.

High Sports Rights Inflation And Margin Pressure

Rights inflation remains a major constraint on the live sports streaming market because premium properties are getting more expensive while subscriber and advertising returns do not rise at the same pace for every platform. The NBA's approximately USD 76 billion agreement raised the financial bar for top-tier sports packages and reinforced the view that future renewals will be negotiated from a higher base. This pressure is easier for large technology and media ecosystems to absorb because sports can support broader goals in retail, advertising, hardware, or cloud services. In contrast, pure-play sports services in the live sports streaming market depend more directly on whether each rights cycle can be monetized through subscriptions, sponsorships, and advertising around the events themselves. As a result, the live sports streaming market is becoming harder for narrowly focused operators to navigate at the premium end. That imbalance is likely to shape future bidding behavior and could further concentrate the most valuable rights among companies with deeper financial support.

Other drivers and restraints analyzed in the detailed report include:

1. Escalating Value Of Exclusive Sports Rights
2. Growth Of Mobile-First Sports Consumption
3. Piracy And Unauthorized Restreaming Of Live Events

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

Segment Analysis

Smartphones and tablets held 42.31% of the live sports streaming market share in 2025, which kept mobile at the center of audience reach across Asia-Pacific, Africa, and South America. In the live sports streaming market, that lead came from practical access patterns because many viewers entered live viewing through affordable mobile data plans and handheld screens rather than through dedicated home entertainment systems. The live sports streaming market also continues to benefit from mobile's ability to support regional languages, flexible viewing windows, and simpler access for fans who watch while commuting or multitasking. JioStar's IPL 2026 results showed how powerful that model remains because digital video views reached 25 billion and regional-language watch time on digital increased 33% during the season. The same release made clear that digital reach in live sports is not limited to major cities, which supports the mobile foundation of the live sports streaming market in high-volume regions.

Smart TVs, however, are expected to grow at 11.34% CAGR through 2031, which shows that living-room viewing is becoming more important as the live sports streaming market matures. JioStar stated in May 2026 that connected TV reach during TATA IPL 2026 grew 26% year over year, and that connected TV consumption rose 20%, with the season matching the previous season's full connected TV reach by game 45. That shift matters because larger screens support more premium ad placements, better picture quality, and a viewing habit that looks closer to traditional appointment television. Fox Corporation's announced USD 22 billion acquisition of Roku in June 2026 showed that device software and distribution control now matter almost as much as rights ownership in the live sports streaming industry. Laptops, desktops, gaming consoles, and portable streaming devices still serve important use cases, but the live sports streaming industry is increasingly defined by the balance between mobile scale and connected television monetization.

Complete Report Scope:

• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Type
• By Sport Type
  • Football Soccer
  • Baseball
  • Basketball
  • Cricket
  • Motorsports
  • Tennis
  • Other Sport Types
• 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 32.53% of the live sports streaming market share in 2025, which kept it in the leading regional position because revenue per user is high and premium rights are deeply embedded in viewer habits. The live sports streaming market in North America is also shaped by a dense pipeline of high-value rights, with the NFL, NBA, college sports, and other major properties spread across several large digital platforms. Amazon strengthened that position through its NBA and WNBA streaming agreement, which added a major year-round property to a sports portfolio that already included the NFL and important European football rights. Netflix widened its NFL relationship in May 2026 by extending the deal through the 2029-30 season and adding more game windows and the NFL Honors awards show. The CW Network and ESPN added another layer of digital reach in April 2026 by making the ESPN App the exclusive streaming home for all CW Sports live events, which expanded access to more than 800 hours of live coverage each year.

Asia-Pacific is expected to grow at 11.46% CAGR through 2031, which makes it the fastest-growing regional engine in the live sports streaming market. The region's strength comes from a combination of mass cricket audiences, mobile-first access, and the ability of large platforms to reach viewers in multiple languages and price points. JioHotstar's 72.5 million peak concurrent viewers during the ICC Men's T20 World Cup 2026 final set a global benchmark and showed how large the live sports streaming market can become when infrastructure and audience concentration align. In South America, CazeTV secured an exclusive six-season LaLiga agreement in Brazil for all 380 matches from 2026-27 through 2031-32 and will distribute them live and free through YouTube and partner streaming services, which supports ad-led access models in price-sensitive markets.

Europe remains important to the live sports streaming market, but its rights structure is more fragmented and often requires fans to move across several services to follow all major competitions. That fragmentation can support competition, but it can also increase churn and make illegal alternatives more attractive when access becomes too complex or too expensive. LALIGA stated in November 2025 that it pressed for binding anti-piracy legislation after the European Union Intellectual Property Office found that voluntary measures had lost effectiveness against increasingly sophisticated pirate networks. In the Middle East, beIN Media Group remains a key rights holder across Gulf and North Africa markets, while Africa's live sports streaming market is still in an early growth phase led by urban demand in countries such as South Africa, Egypt, and Nigeria. Across those markets, payment systems and content delivery build-out still matter as much as audience appetite, which means regional expansion depends on both demand and execution.

1. Amazon.com, Inc.
2. The Walt Disney Company
3. DAZN Group Limited
4. Warner Bros. Discovery, Inc.
5. Paramount Skydance Corporation
6. Fox Corporation
7. Comcast Corporation
8. Apple Inc.
9. Alphabet Inc.
10. Tencent Holdings Limited
11. TelevisaUnivision, Inc.
12. beIN Media Group LLC
13. JioStar India Private Limited
14. FloSports, Inc.
15. Sony Group Corporation
16. CANAL+ S.A.
17. Viaplay Group AB
18. Liberty Media Corporation
19. NFL Enterprises LLC
20. Major League Baseball

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 Rising Cord-Cutting and Shift From Pay TV to Direct-To-Consumer Sports
  • 4.2.2 Expansion of Low-Latency 5G and Fiber Connectivity
  • 4.2.3 Escalating Value of Exclusive Sports Rights
  • 4.2.4 Growth of Mobile-First Sports Consumption
  • 4.2.5 Ad-Supported Streaming Monetization for Live Sports
  • 4.2.6 Interactive Viewing, Betting, and Fan Engagement Features
• 4.3 Market Restraints
  • 4.3.1 High Sports Rights Inflation and Margin Pressure
  • 4.3.2 Piracy and Unauthorized Restreaming of Live Events
  • 4.3.3 Latency, Peak Load, and Network Quality Challenges
  • 4.3.4 Fragmented Rights Holders and Windowing Complexity
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Impact of Macroeconomic Factors on the Market
• 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 Sport Type
  • 5.2.1 Football Soccer
  • 5.2.2 Baseball
  • 5.2.3 Basketball
  • 5.2.4 Cricket
  • 5.2.5 Motorsports
  • 5.2.6 Tennis
  • 5.2.7 Other Sport Types
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 Germany
    • 5.3.3.2 United Kingdom
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 South Korea
    • 5.3.4.5 Australia
    • 5.3.4.6 Rest of Asia-Pacific
  • 5.3.5 Middle East
    • 5.3.5.1 Saudi Arabia
    • 5.3.5.2 United Arab Emirates
    • 5.3.5.3 Qatar
    • 5.3.5.4 Rest of Middle East
  • 5.3.6 Africa
    • 5.3.6.1 South Africa
    • 5.3.6.2 Egypt
    • 5.3.6.3 Nigeria
    • 5.3.6.4 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 Amazon.com, Inc.
  • 6.4.2 The Walt Disney Company
  • 6.4.3 DAZN Group Limited
  • 6.4.4 Warner Bros. Discovery, Inc.
  • 6.4.5 Paramount Skydance Corporation
  • 6.4.6 Fox Corporation
  • 6.4.7 Comcast Corporation
  • 6.4.8 Apple Inc.
  • 6.4.9 Alphabet Inc.
  • 6.4.10 Tencent Holdings Limited
  • 6.4.11 TelevisaUnivision, Inc.
  • 6.4.12 beIN Media Group LLC
  • 6.4.13 JioStar India Private Limited
  • 6.4.14 FloSports, Inc.
  • 6.4.15 Sony Group Corporation
  • 6.4.16 CANAL+ S.A.
  • 6.4.17 Viaplay Group AB
  • 6.4.18 Liberty Media Corporation
  • 6.4.19 NFL Enterprises LLC
  • 6.4.20 Major League Baseball

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment