}
Live sports such as National Football League games are considered the last bastion of appointment viewing on traditional linear television. However, streaming platforms are moving into live sports as they seek to gain more subscribers. This shift is dividing the sports audience.
“Major League Soccer on Apple TV+, National Hockey League on Hulu and ESPN+, and Union of European Football Associations on Paramount+ are attracting one of the most sought-after demographic groups: millennials with money to spend,” according to a report by Samba TV. “Meanwhile, older and lower income households are sticking with traditional TV. This divide could reshape how leagues, platforms, and advertisers strategize how they play with live sports rights.”