WILMINGTON, DE — As the shift from traditional broadcast to streaming accelerates in the sports media industry, a new report highlights both the growing demand and the technological hurdles facing live sports streaming platforms.
According to a joint study by InterDigital, Inc. (Nasdaq: IDCC) and research firm Parks Associates, more than half of sports viewers now experience challenges such as buffering, video freezing, and latency—issues that could undercut the sector’s rapid growth if not addressed.
The report, Streaming Live Sports: Where Opportunity Meets Complexity, outlines the state of live sports consumption across streaming platforms and examines the critical infrastructure demands tied to evolving viewer behavior.
Streaming Gains, But So Do Pain Points
Traditional pay TV continues to decline, with only 42% of U.S. internet households subscribing in Q1 2025, down sharply from 62% just five years ago. In contrast, subscription video-on-demand (SVOD) services are on the rise, with over half of SVOD households now paying for five or more services.
Streaming has become a preferred medium for many sports fans. Nearly 40% of them watch games exclusively on streaming platforms, and for younger viewers under 35, two out of five stream sports through social media. Additionally, 49% of female fans report exclusively streaming sports content, compared to 42% of male fans.
The financial value of sports fans is also notable: they spend an average of $88 per month on streaming, significantly higher than the $64 average spent by non-sports viewers.
Despite these gains, performance issues are widespread. Fifty-seven percent of viewers encounter problems while streaming live sports. Among viewers aged 18 to 24, poor video quality and freezing affect nearly a third. Limited bandwidth and lag are also common complaints, especially for those interested in interactive features like real-time stats or multi-angle viewing.
Codec Technology Key to Fixing Streaming Bottlenecks
The study argues that adopting more efficient video compression technologies—such as HEVC and the newer H.266/VVC codec—could reduce bandwidth demands and alleviate many quality issues. These codecs are designed to handle high-resolution content like 4K and HDR video, offering better compression and smoother performance, particularly over mobile and lower-bandwidth networks.
“Sports viewers should not have to deal with technical issues when watching their favorite sports teams,” said Lionel Oisel, Head of Video Labs at InterDigital. “More advanced video codecs can significantly reduce buffering and latency and improve the overall user experience.”
A Tipping Point for Sports Media
Streaming-only platforms now account for nearly a quarter of the NFL’s broadcast revenue, underscoring how deeply digital has permeated the sports content market. But with rising consumer expectations, the infrastructure that supports live video must evolve.
Michael Goodman, Senior Analyst at Parks Associates, noted that streaming has opened the door to broader sports engagement. “Many niche sports and out-of-market matches, previously unavailable, are now easily accessible,” he said. “But the experience must be seamless if providers want to keep viewers coming back.”
The report concludes that while streaming is redefining how sports are consumed, its continued growth hinges on technical reliability. Failure to resolve quality concerns could risk alienating fans and undercutting long-term revenue potential in one of digital media’s most lucrative sectors.
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