PwC's Global Sport Survey predicts that media rights value will decline and cease to drive growth in the sports industry over the next three to five years, despite overall market growth. The report attributes this to pressure on media markets and shifting fan expectations, highlighting a generational divide in content consumption habits. Rights holders are advised to adopt multi-platform strategies to cater to differing audience segments.
PwC is signaling that media rights may no longer be the main growth engine for sports, even as the broader market keeps expanding. That pushes rights holders toward revenue models that do more than sell one premium broadcast package, especially as younger fans favor social, interactive and creator-led formats while older viewers stay with live TV and replays. The competitive issue is execution: rights holders that keep using a one-size-fits-all distribution strategy may struggle to match diverging audience habits. Watch for how rights sellers adjust their platform mix and whether future deals put more weight on accessibility and reach alongside premium rights.
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