Live content -- sports and news programs -- increasingly continues to find viewers on streaming platforms.Forty-two percent of respondents now watch some sports via streaming services, with 62% saying they also watch sports on traditional pay TV.
This is according to a study conducted by National Research Group and Roku. Roku is one of the largest set-top box/smart TV streaming platforms, with 55.1 million monthly active users as of the second quarter of 2021.
In addition, the study says, 61% of respondents -- those without traditional pay TV -- are watching live news multiple times a week on streaming services.
The research did not reveal specific details of the time spent per week for sports or news.
Growing live sports and news consumption would be an expansion for premium streaming platforms, which saw much of their initial growth coming from on-demand entertainment and non-scripted content.
The methodology for the July 24-July 30, 2021 online survey came from 2,852 eighteen- to-70-year-olds who watch at least five hours of TV per week via traditional pay TV -- cable, satellite, or telco service -- or on a streaming service.
Respondents gave comparable “satisfaction” marks for sports on streaming services and sports on traditional pay TV -- at 75% and 80%, respectively.
According to the study, around 25% of U.S. consumers are now cord-cutters of traditional pay TV, who pay on average $49 a month versus $121 for those traditional pay TV consumers.
Those identified as cord-cutters say they are watching 22 hours of total content per week -- three more hours per week than traditional pay TV viewers.