United States: 16% of households with a broadband connection subscribe to an OTT sports package

According to a study from the US marketing intelligence agency Parks Associates, on 05/05/2016, 16% of US households who subscribe to a broadband internet offer have also subscribed to an OTT sports package. 'NFL Game Pass' is the most frequently selected service (6% of households), while 4% of households subscribe to the MLB TV network (baseball) while WWE (wrestling) also has a subscriber rate of 4%.

The study also found that most subscribers to OTT sports packages also subscribe to a pay-TV offer. Thus, 63% of subscribers to the 'NFL Game Pass' package registered via their pay-TV offer.

"For sports content owners, OTT is a viable way to expand audience reach, but there are technical issues to consider. The user experience is of paramount importance to the viewer for sports content. The lead established by the NFL speaks about the popularity of (American) football, and the league’s service has avoided a major hurdle since it does not stream live games," said Glenn Hower, research analyst at Parks Associates, on 05/05/2016.

• “Leagues lean heavily on television distribution…