• by Wayne Friedman , Yesterday

With live TV/streaming sports gaining an ever larger profile, U.S. consumers are increasingly readjusting their streaming subscriptions -- and programming behavior -- according to a new survey from Bango, a U.K.-based provider of content and advertising-technology platforms.

The broader picture shows that 43% of U.S. consumers would switch their mobile, broadband, or TV provider to find a better sports streaming bundle.

In addition, it found that 45% would choose a provider with a strong sports bundle over a lower price, and 42% would pay more to their current provider if it included specific sports that they want.

U.S. consumers -- especially younger viewers -- are already showing major behavioral changes.

The study found that 51% of consumers ages 25-54 are shifting to more highlights from live game content, and 58% of 18-24 viewers are using a second screen to view livestream sports.

This shift is partly attributable to discovery issues. The study found that 57% of 18- to-24-year-olds could not find a specific live sports program, and missed a game or match. This amounted to 46% of all U.S. consumers.

The NFL leads all sports content when it comes to paying “for a subscription you would not otherwise have used”, registering a 38% score. NBA is next (27%), followed by Major League Baseball at 19% and college football at 17%.

The research done for the study was conducted with 2,500 U.S. consumers ages 18 and up in May 2026.