A new study says regular TV sports viewers are not likely to be “cord cutters,” and they tend to be “sticky” with traditional pay TV platforms -- cable, satellite, telco, and virtual.
Ninety percent of sports fans who watch sports regularly are pay tv subscribers -- with 70% subscribing to traditional services, 11% to virtual pay TV services, and 7% being “cord-cutters” who have dropped their traditional pay TV packages, according to Altman Vilandrie & Company, a leading strategy consulting firm, in a survey partnership with MoffettNathanson Research.
By contrast, 67% of sports non-viewers are subscribing to a traditional pay TV service. Among "non-sports" individuals, "cord-cutters" and "cord-nevers" are nearly three to five times more likely to subscribe than sports fans.
Sports fans who have a traditional pay TV service amount to 70 to 75 million, from a total traditional pay TV universe of around 88 million to 90 million.
Overall, 120 million U.S. TV households and 53% of the market self-identified as sports fans, the report says.
New efforts to legalize sports gambling in many states have led analysts to believe sports TV viewing will rise. Overall, 90% of those who are frequent gamblers are pay TV subscribers, while 86% are occasional gamblers. The latter represents 17% of respondents.
The report notes that Fox Television Network has the highest percentage of broadcast viewers' total day commercial TV gross rating points, at70%, with 29% for NBC, 19% for CBS, and 12% for ABC.