• Loading stock data...
Friday, July 4, 2025

Most Who Watch Pirated Sports Willing to Go Legal

  • Many viewers who watch pirated sports broadcasts express a willingness to switch over to licensed broadcasters.
  • 52% of fans who watch pirated streams are paying to do so.
Design: Alex Brooks

There is a $28 billion market opportunity for sports broadcasters who can convert viewers who watch pirated content, according to a report from Ampere Analysis and Synamedia.

An estimated 26% of pirated broadcast watchers have no interest in changing their habits, whether for cost or ideological reasons. The rest signaled a willingness to switch over to licensed broadcasters, and 52% of fans who watch pirated streams are paying to do so. 

A related study by the same firms from June found that 84% of sports fans use pirated streaming services at least occasionally, and just over half do so on a monthly basis.

Though the broad trend in sports watching is toward streaming, the report found that only $5.4 billion, or 19% of the total market opportunity, is available to over-the-top streaming services like Netflix and Amazon Prime Video, some of which are prioritizing sports events.

Amazon gained exclusive rights to Thursday Night Football games in its upcoming broadcasting deal with the NFL, and DAZN has sole rights to several niche sports around the world.

Netflix is taking more aggressive steps to prevent password sharing, including temporarily locking people out of their accounts if too many households are accessing it. With billions of dollars at stake, don’t be surprised if sports streamers follow suit.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

ESPN, Fox Reluctant to Share Talent With Netflix for Christmas NFL Games

ESPN talents who worked last year’s games include Laura Rutledge and Mina Kimes.

ESPN, MLB Relationship May Not Be Over After All

The parties restart rights talks amid a high-profile divorce in February.
Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.
Leo Messi

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.

Featured Today

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
June 29, 2025

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
June 23, 2025

NBA Finals Game 7 Is Most-Watched Since 2019, but Series Drops 9%

Game 7 drew 16.35 million viewers, the most-watched NBA game since 2019.
June 24, 2025

Fever vs. Aces Draws 5th-Largest TV Audience of 2025 WNBA Season

ESPN will carry seven more Indiana Fever games this year.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
June 19, 2025

Pacers Force Game 7, Could Spark Big Ratings Boost for NBA Finals

Game 7 could boost NBA Finals ratings after a slow start this year.
June 17, 2025

Stanley Cup Final Delivers Drama but Struggles for Eyeballs in U.S.

U.S. viewership fell while Canadian audiences for the event rose slightly.
June 17, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.
June 17, 2025

Zaslav Takes Pay Cut, TNT Sports Future Unclear in WBD Shake-Up

The TNT Sports parent company retools its executive pay after shareholder pushback.