Sports Content on Top Streamers Climbs 52% in Q1 2026

Sports is no longer a linear-only game. In Q1 2026, sports programming across the top five SVOD platforms surged 52% year-over-year. Media giants are now racing to secure fragmented rights and meet audiences where they’re watching: streaming. Amazon currently commands the largest share at 38.5% of global streaming sports. Meanwhile, platforms like Paramount+ are scaling fast, growing their sports offerings by 219% YoY. FAST services are expanding too, increasing sports content by 30%. And the audience is following, with digital live sports viewership projected to climb 5.8% this year.

For advertisers, the message is clear: budgets need to shift to match this behavior. Streaming ads aren’t just incremental, they’re more effective. During the 2025 NFL season, streaming placements delivered 66% stronger performance than cable and broadcast averages. Linear TV still plays a role in mass-reach moments, but with lighter ad loads and stronger engagement, Connected TV offers a more efficient path to outcomes. As sports rights scatter across CTV platforms, marketers who orchestrate cross-channel strategies (and pair premium streamers with FAST) will be best positioned to generate results.

Connected TV in the News

Streaming Maintains Grip on TV Even As Cable Surges 
EMARKETER
TV viewing hit a 12-month high in January, driven by major sporting events and seasonal spikes, according to Nielsen’s The Gauge report.

52% of Gen Z Streamers Choose Ad-Supported Tiers To Cut Costs
MNTN Research
Gen Z may be tired of managing endless streaming subscriptions, but they’re far from tuning out.

Viewers Continue To ‘Struggle’ With Sports Program Discovery
MediaPost
Nearly half (45%) of viewers say they “struggle” to find a channel or streaming service for a specific game or to watch their favorite team.