64% of Americans Pay for a Sports SVOD Subscription

Streaming set out to win live sports, and based on recent adoption numbers, it has. 64% of Americans now pay for a sports SVOD subscription, and US adults will spend an average of 24 minutes a day with live sports in 2026. But growth has outpaced discoverability. A June 2026 Bango survey found that 46% of Americans have missed a game because they couldn’t find where it was streaming, and 41% don’t know where to watch matches for the big international soccer tournament already underway. Some fans are side-stepping the issue entirely: 47% of 18-to-24-year-olds now trade full games for live clips, and 32% of subscribers sign up for a single season before canceling.

These data points highlight an opportunity. Half of Americans want one app for every sport they follow, and 53% would hand sports streaming to their telco provider rather than manage it themselves. Consolidation, easier discovery, and ad-supported access are exactly what fans are asking for. And as the streaming industry addresses those demands, advertisers will have even more ways to reach engaged sports viewers.

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