For entertainment companies, breakthroughs in online video in recent years raised hopes of offering consumers more personalized offerings. But with an explosion of options came trade-offs, stirring up new challenges for subscriber retention and growth.

Today’s consumers grapple with oversaturation – of content, platforms, and add-ons – while TV networks, streaming providers, and content owners are entangled in a labyrinth of rights agreements and DTC platforms that is as competitive as it is cannibalizing.

For this report, we looked at purchase data from January 1, 2021 to March 31, 2023 and created a set of charts and analysis to uncover insights on fan behavior across major streaming providers including: DirecTV Stream, Hulu + Live TV, fuboTV, Sling TV, Peacock, Paramount+, ESPN+, YouTube TV.

From switching behavior to churn, all through the lens of sports fandom, this report provides a high-level overview of what’s really going on - and what to expect - in sports & streaming.

For almost a century, the sports media industry has focused on how fans "watch" sports. Shouldn't there be more to sports media than just watching? In this report, Sports Innovation Lab demonstrates that for sports media to evolve, the industry needs to embrace fan behaviors beyond watching, and develop the Fluid Fan Studio.