스포츠 중계권 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the sports broadcasting rights market size was valued at USD 57.88 billion in 2025 and estimated to grow from USD 66.88 billion in 2026 to reach USD 119.67 billion by 2031, at a CAGR of 12.34% during the forecast period (2026-2031).

This report is Segmented by Rights Type (Television Broadcasting Rights, Digital and Live Streaming Rights, Radio Broadcasting Rights, Highlight and Clip Rights, and More), Sports League (Global Premium Sports Leagues, and More), Device Type (Smartphones and Tablets, and More), Sport Type (Football, Basketball, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Sports Broadcasting Rights Market Trends and Insights

Rising Value of Live Sports as a Subscription Anchor

Live sports remain one of the few content categories that still pull viewers to specific platforms at specific times, giving the sports broadcasting rights market unusual pricing power. The NBA's 11-year agreement with Disney, NBCUniversal, and Amazon begins in the 2025-26 season and places national games across widely distributed streaming services and broadcast television. The Amazon portion of that package also adds broad international distribution rights, indicating that rights are now judged by how well they support platform scale and recurring engagement. This has changed the negotiation logic in the sports broadcasting rights market, because leagues can now press buyers on audience growth rather than only on programming budgets. That shift keeps renewal floors high, narrows the field to companies with stronger balance sheets, and makes live sports more central to long-cycle platform planning.

Rights Fragmentation Across Packages and Windows

Leagues are splitting rights into more packages because separate windows often attract more bidders than a single large national bundle would in the sports broadcasting rights market. The US Federal Communications Commission said NFL games were aired across 10 services in the United States in 2025, and noted that a fan trying to watch every game could spend more than USD 1,500. The Premier League's domestic live rights and free-to-air highlights were also sold through separate structures, which shows how top properties now monetize each viewing layer separately. This approach increases total value for rights sellers, but it also reduces the simplicity broadcasters once used to defend large, exclusive bids. The result is a sports broadcasting rights market where more contracts can be sold, but where each buyer must work harder to justify its own slice of the package.

Cord-Cutting and Shrinking Pay TV Bundles

Cord-cutting continues to weaken the old distribution base that funded many premium contracts before streaming became central to the sports broadcasting rights market. When viewers lose a simple, all-in-one bundle, they face a harder path to finding games, which weakens the reach advantage that traditional broadcasters once offered leagues. The same FCC review that highlighted NFL fragmentation also showed how difficult the current viewing environment has become for consumers seeking full access to a single sport. This pressure pushes buyers toward shared windows, narrower packages, and selective rights bets instead of broad exclusivity. It also leaves the sports broadcasting rights market with a persistent gap between audience convenience and commercial recovery, especially where legacy pay-TV erosion is moving faster than streaming scale.

Other drivers and restraints analyzed in the detailed report include:

1. Shift Toward Ad-Supported Streaming Sports Bundles
2. Globalization of Premier Leagues and Flagship Events
3. Escalating Rights Fees Versus Slower Monetization Payback

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

Segment Analysis

Television broadcasting rights accounted for 37.52% of the sports broadcasting rights market in 2025, which kept linear distribution as the largest single rights category even as viewing habits continued to change. That position reflects the staying power of large shared live experiences, where broadcasters still offer wide household reach, familiar discovery, and stable advertiser demand. The Premier League's sales process for UK live rights and free-to-air highlights showed that broad live coverage and secondary windows can still be monetized side by side rather than through one all-encompassing package. In the sports broadcasting rights market, television remains the default layer for mass events because it simplifies access for casual viewers and preserves premium inventory for advertisers during major fixtures. Radio broadcasting rights and highlight and clip rights are smaller, but they still play a useful role in expanding audience touchpoints, preserving free access, and extending value beyond the live match itself.

Digital and live streaming rights are projected to expand at a 12.78% CAGR through 2031, which makes them the fastest-growing rights type in the sports broadcasting rights market. The NBA's current rights structure shows why: every national game will be available on widely distributed streaming services while broadcast exposure also expands. This means streaming is no longer treated as an add-on window for premium leagues, but as a core path for national and international distribution across several platforms at once. In the sports broadcasting rights industry, that reduces the gap between television and digital rights because both are now being sold as linked parts of one commercial system. The practical effect is that future negotiations will focus less on one exclusive winner and more on how many windows, devices, and territories can be monetized without weakening the overall package.

Global premium sports leagues held 53.46% of the sports broadcasting rights market in 2025, which confirms that a small group of marquee competitions still controls the largest value pools. The NFL, NBA, and Premier League continue to influence pricing because their contracts shape how buyers assess scale, scheduling consistency, and repeat-viewer behavior across the broader sports broadcasting rights market. Premium leagues also attract the broadest mix of broadcasters, general entertainment streamers, telecom-linked platforms, and advertising partners, helping sustain competition even as deal values rise sharply. That concentration at the top does not mean the field is closed, but it does mean that benchmark pricing is still set by a limited number of global properties. Those benchmark deals then shape expectations for other national and regional competitions that want to price themselves as scaled media assets rather than simple event schedules.

Regional and continental sports leagues are projected to grow at a 13.27% CAGR through 2031, making them the fastest-growing sports league category in the sports broadcasting rights market. The 2025-26 CAF Champions League final reached broadcasters including beIN Sports, Canal+, DAZN, SuperSport, and Channel 4 across more than 60 territories, demonstrating that continental football can travel well beyond its home audience. Growth in this layer comes from properties that were previously underdistributed, especially when rights can be sold into new markets without the price burden attached to the largest leagues. That gives buyers room to build differentiated portfolios, while leagues gain a route to wider monetization without matching the cost structure of top-tier global properties. The deeper point is that league value now depends not only on domestic fan intensity, but also on how easily a property can be exported into new language, platform, and sponsorship environments.

Complete Report Scope:

• By Rights Type
  • Television Broadcasting Rights
  • Digital and Live Streaming Rights
  • Radio Broadcasting Rights
  • Highlight and Clip Rights
  • Other Rights Types
• By Sports League
  • Global Premium Sports Leagues
  • Regional/Continental Sports Leagues
  • Domestic Sports Leagues
  • Other Sports Leagues
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By Sport Type
  • Football
  • Cricket
  • Basketball
  • Tennis
  • Motorsports
  • 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 48.54% of the sports broadcasting rights market share in 2025, making it the largest regional revenue center. The region's lead stems from contract values that remain unmatched elsewhere, especially in the NFL and NBA, where annual obligations sit far above those of most non-North American leagues. The NBA's 11-year, USD 77 billion agreement shows how premium US rights combine broadcast scale with large streaming commitments rather than forcing a choice between them. That model is especially important in North America because major leagues still expect broad reach, heavy live viewing, and strong advertising support simultaneously. It also means that the region remains the clearest reference point for pricing, packaging, and platform competition across the global sports broadcasting rights market.

Asia-Pacific is projected to expand at a 12.83% CAGR through 2031, which makes it the fastest-growing geography in the sports broadcasting rights market. Growth is being supported by mobile-first viewing, rising streaming penetration, and the scale of cricket-led engagement across India and nearby markets. Asia-Pacific also matters because buyers in the region often use sport to anchor broader entertainment bundles, which keeps rights strategically important even when short-term payback is tight. As international football, cricket, and mixed local portfolios spread further across the region, the sports broadcasting rights market gains more buyers that need differentiation through language, access, and sport mix. This leaves Asia-Pacific as the key growth region for future rights expansion, even though pricing discipline will still matter when platform consolidation reduces the number of active bidders.

Europe remained one of the largest revenue bases in the sports broadcasting rights market because football continued to define the region's monetization structure. The Premier League completed a domestic deal worth GBP 6.7 billion (USD 8.51 billion) for 2025-29, while LaLiga said its 2027/28-2031/32 domestic audiovisual rights reached EUR 6.135 billion (USD 6.69 billion). Canal+ extended its UEFA men's club competition rights across Belgium, Poland, Austria, and Switzerland through the 2030-31 season, while DAZN renewed exclusive Serie A rights in France through 2028-29. South America, the Middle East, and Africa still represent smaller pools, but broader international coverage of the CAF Champions League final showed that African club football is drawing more cross-border media attention than before.

1. The Walt Disney Company
2. Comcast Corporation
3. Fox Corporation
4. Paramount Global
5. Warner Bros. Discovery, Inc.
6. Amazon.com, Inc.
7. Alphabet Inc.
8. Netflix, Inc.
9. Apple Inc.
10. DAZN Group Limited
11. Viacom18 Media Private Limited
12. Sky Group Limited
13. Canal+ Group
14. European Broadcasting Union
15. TelevisaUnivision, Inc.
16. Tencent Holdings Limited

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 Value of Live Sports as a Subscription Anchor
  • 4.2.2 Rights Fragmentation across Packages and Windows
  • 4.2.3 Shift Toward Ad-Supported Streaming Sports Bundles
  • 4.2.4 Globalization of Premier Leagues and Flagship Events
  • 4.2.5 Rising Competition from Tech Platforms for Premium Rights
  • 4.2.6 Direct-To-Consumer Monetization by Leagues and Federations
• 4.3 Market Restraints
  • 4.3.1 Cord-Cutting and Shrinking Pay TV Bundles
  • 4.3.2 Escalating Rights Fees Versus Slower Monetization Payback
  • 4.3.3 Fragmentation Fatigue for Consumers and Advertisers
  • 4.3.4 Weak Growth for Mid-Tier and Regional Properties
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Buyers
  • 4.7.2 Bargaining Power of Suppliers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Rights Type
  • 5.1.1 Television Broadcasting Rights
  • 5.1.2 Digital and Live Streaming Rights
  • 5.1.3 Radio Broadcasting Rights
  • 5.1.4 Highlight and Clip Rights
  • 5.1.5 Other Rights Types
• 5.2 By Sports League
  • 5.2.1 Global Premium Sports Leagues
  • 5.2.2 Regional/Continental Sports Leagues
  • 5.2.3 Domestic Sports Leagues
  • 5.2.4 Other Sports Leagues
• 5.3 By Device Type
  • 5.3.1 Smartphones and Tablets
  • 5.3.2 Smart TVs
  • 5.3.3 Laptops and Desktops
  • 5.3.4 Other Device Types
• 5.4 By Sport Type
  • 5.4.1 Football
  • 5.4.2 Cricket
  • 5.4.3 Basketball
  • 5.4.4 Tennis
  • 5.4.5 Motorsports
  • 5.4.6 Other Sport Types
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Chile
    • 5.5.2.4 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia
    • 5.5.4.6 Rest of Asia-Pacific
  • 5.5.5 Middle East
    • 5.5.5.1 Saudi Arabia
    • 5.5.5.2 United Arab Emirates
    • 5.5.5.3 Qatar
    • 5.5.5.4 Rest of Middle East
  • 5.5.6 Africa
    • 5.5.6.1 South Africa
    • 5.5.6.2 Egypt
    • 5.5.6.3 Nigeria
    • 5.5.6.4 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 The Walt Disney Company
  • 6.4.2 Comcast Corporation
  • 6.4.3 Fox Corporation
  • 6.4.4 Paramount Global
  • 6.4.5 Warner Bros. Discovery, Inc.
  • 6.4.6 Amazon.com, Inc.
  • 6.4.7 Alphabet Inc.
  • 6.4.8 Netflix, Inc.
  • 6.4.9 Apple Inc.
  • 6.4.10 DAZN Group Limited
  • 6.4.11 Viacom18 Media Private Limited
  • 6.4.12 Sky Group Limited
  • 6.4.13 Canal+ Group
  • 6.4.14 European Broadcasting Union
  • 6.4.15 TelevisaUnivision, Inc.
  • 6.4.16 Tencent Holdings Limited

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment