Sports rights fragmentation is becoming a churn machine
Hub Research’s bi-annual study on sports viewing finds that increasing fragmentation of sports rights across multiple services is making games harder to locate and driving viewer frustration. The survey reports higher interest in “all-rights” services that consolidate a sport’s rights, and cites Paramount’s UFC rights arrangement as an example where avid UFC fans perceive greater Paramount+ subscription value and increased retention likelihood.
Key Takeaways
- Discovery pain is now measurable: 87% of sports fans report frustration finding games; ~25% are “very frustrated.”
- Consolidation sells: 60% of fans are more likely to sign up for an “all-rights” service; 30% are much more likely.
- Exclusivity can drive both acquisition and retention when it reduces app-hopping and uncertainty.
- Paramount’s UFC rights aggregation correlates with higher perceived value (89%) and stated retention (93%) among avid UFC fans.
Why It Matters
Sports has been streaming’s churn antidote—until rights fragmentation turns fandom into a weekly scavenger hunt. Hub’s data signals a shift from “who has the rights?” to “who removes the search tax?” For platforms, the strategic edge isn’t just buying premium packages; it’s packaging them into a predictable, comprehensive destination (or building aggregation/discovery that feels equivalent). Expect renewed pressure on leagues and distributors to pursue fewer, deeper partnerships—or risk leaving value on the table as fans hit subscription fatigue and choose the simplest path to certainty.
Read full article at tvbeurope.com
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