Sports content now account for 24% of new paid TV subscriptions as global streaming platforms like Netflix and Prime Video double down on partnerships and exclusive rights deals.
According to Worldpanel by Numerator’s Entertainment on Demand (EoD) Q2 2025 report, Disney+ stands to benefit having secured pan-European rights to the UEFA Women’s Champions League, with all 75 matches from the coming season available at no extra cost to subscribers. Three in 10 global households currently subscribe to Disney+, presenting a clear growth opportunity.
Live sports are becoming a cornerstone of streaming strategies, helping platforms to attract new audiences and retain existing subscribers through diversified content. Globally, 45% of households now watch sports regularly, rising to 47% among VOD subscribers; this is expected to grow in Q3 as major sporting seasons kick off after the quiet summer period.
Dominic Sunnebo, Commercial Director at Worldpanel by Numerator, said: “Big sporting events have long been a foundation of successful broadcasting programmes, with their unique ability to bring global audiences together in a way nothing else can match. It’s savvy for streamers to start partnering with globally recognised sporting networks that audiences cherish, whether it’s Netflix becoming the exclusive home of the WWE or DAZN’s decision to air the FIFA Club World Cup. But the deals are only the start – these platforms need to consistently deliver a slick, engaging fan experience before people strongly associate them with sports.”
According to subscriber feedback from Worldpanel by Numerator, discovery+ stands out as the leader in ad experience satisfaction across metrics such as frequency, duration, relevance and variety. Disney+ and Netflix follow closely, with Disney+ almost rivalling discovery+ for ad relevancy and variation.
Ad-supported streaming continues to gain momentum, with paid ad-tiered subscriptions rising 3% quarter-on-quarter and achieving 14% growth since the start of 2025. More than half of households now have one of these services, with 31% of new subscriptions in Q2 (vs. 22% a year ago) attributed to paid ad-supported VOD, rising notably to 37% in Great Britain and 42% in France.
