⚽️ Streaming shifts focus to sports

According to a Q2 2026 analytical report by Gracenote (a Nielsen company), sports programming, live broadcasts, and dedicated sports shows now account for 5% of the total catalog volume across leading platforms. In total, nearly 38,500 sports programs, individual episodes, and live events are currently available on key global services.

The sector’s growth trajectory is impressive: as recently as November 2024, sports comprised just 1.4% of the libraries of Prime Video, Apple TV, Disney+, Netflix, and Paramount+. Over the past 18 months, these five major players more than doubled their sports content footprint, bringing it to 3.3%. The final surge to the 5% threshold was triggered by Gracenote’s inclusion of HBO Max into its monitoring index, with the platform instantly surging into the lead.

When looking at the total volume of sports content, HBO Max is the absolute market leader, controlling a 35% market share. It is followed by Prime Video (25%), Netflix (16%), and Disney+ (14%).

At the individual game and sports event level, HBO Max also commands the top position with a 42% share. The previous segment leader, Paramount+, now occupies the second spot at 30%.

Analysts point out that the pending consolidation of Paramount Skydance and Warner Bros. Discovery is poised to establish a combined industry powerhouse, which will become a pivotal force in the global sports streaming landscape.

In parallel, explosive growth has been recorded within the Free Ad-Supported Streaming TV (FAST) segment, with the total number of channels increasing by 19% year-on-year. Notably, news networks demonstrated the highest annual momentum, skyrocketing by 57%.

The FAST sector has also cemented itself as a vital distribution vehicle for international sports: more than a third of the airtime (37%) on specialized sports FAST channels is currently dedicated to live event broadcasts.