The battle for fan attention is getting harder and fragmentation is only accelerating. This article breaks down how smart content strategy, short-form video, and owned platforms can turn distracted eyeballs into loyal audiences.
Key Takeaways:
-Fans are hitting a breaking point with fragmented rights, rising subscription demands, and an overwhelming amount of options when it comes to streaming providers
-Short-form content, when used strategically, can guide fans from social platforms into owned apps and deeper experiences
-With AI-powered tools, rights holders can create and distribute more content, faster—meeting fans where they are without losing control of the relationship
On the eve of Opening Day, Sports Media Watch published a list of all the ways baseball fans can watch games in the 2025 season. Needless to say, it was not a short list. Regional sports networks (RSNs), local over-the-air stations, free ad-supported streaming TV (FAST) platforms, direct-to-consumer (DTC) offerings, subscription video on demand (SVOD) services, cable and broadcast networks—the sheer volume of options is overwhelming.
There could be even more of them soon. According to reports, after ESPN and the MLB agreed to mutually opt out of the final three years (2026-28) of their contract, the league is likely to split the inventory being forfeited by the Disney-owned network between multiple companies. That means that Sunday Night Baseball, the Home Run Derby, and the Wild Card playoff round—ESPN’s current package—might have separate homes starting next season.
The fragmentation of sports rights isn’t limited to the US. The German Bundesliga, for example, auctioned off 15 different viewing packages in its latest domestic media rights deal. These include, apart from full games and highlights, a newly introduced short clip package—available only after the weekend—which was snapped up by publishing giant Axel Springer.
Divide and Conquer: Streaming Giants Are Reshaping Sports Media
The trend to divide media rights into a growing number of packages reflects the intensifying competition for sports content. As sports organizations continue to explore diversification to increase revenue, traditional TV networks, digital providers, and streaming platforms are jousting for rights. Streaming platforms, in particular, are making hay of the fragmented landscape:
-The industry’s leading SVOD services—Amazon Prime Video, Apple TV+, Disney+, Netflix, and Paramount+—have collectively increased sports programming by more than 72% in the last quarter of 2024.
-Disney+ now accounts for nearly 33% of available sports programming, just behind Amazon (35%). Netflix accounts for just over 23% of sports content.
-Free ad-supported streaming TV (FAST) platforms like Pluto TV, Roku Channel, and Tubi have joined the fray, increasing their live sports hours by 65% in 2024.
While the proliferation of live sports coverage allows leagues to reach new audiences, it presents a challenge for fans, who need multiple subscriptions to watch their favorite teams or leagues. It’s a thin line to walk. Excessive fragmentation can impact the user experience, resulting in confusion, frustration, and a potential decline in overall viewership.
Subscription Fatigue: Fragmented Sports Rights Are Testing Fan Patience
Recent studies have shown that fragmentation is starting to rub sports fans the wrong way. A new report by Hub Entertainment Research, based on a survey of 3,753 US fans, revealed that:
-61% of avid fans say finding games is more confusing than ever—up 7 points from last year
-69% of avid fans say juggling multiple streaming services is a hassle—up 6 points from 2024
-So far this year, only 36% of fans signed up for a new streaming service to watch a sport—down from 38% in 2024
Social media’s dominance as a source for sports content is attributed to changing consumption habits, especially among younger generations. But it’s safe to say that fragmented sports rights also contribute to it; per Altman Solon’s latest Global Sports Survey, 66% of fans struggle to access their favorite sports, and 43% are unwilling to pay for content at current pricing models.
And though growing social media engagement is a positive indicator per se, it can give rights holders and buyers unwarranted confidence. “We must never forget that over 95% of the sports industry lives off live consumption,” said David Dellea, Director of Sports Practice at Altman Solon. “It doesn’t live off highlights. That’s just a minor revenue driver.”
How Short-Form Content Can Build Owned Digital Ecosystems
So, how can rights holders and buyers leverage highlights and other short-form content for deeper fan relationships? An innovative answer comes from French telecom provider Free. The company holds the rights to near-live highlights of Ligue 1 games and makes them available for free to all football fans— customers and non-customers—via a dedicated app.
In other words, Free is using short-form content to drive fans to its digital owned & operated app, where they create an account, enjoy a personalized content experience, and are more likely to pay for a premium subscription to get in-depth coverage and exclusive access. The results? The Free Ligue 1 app already has over three million users, who, at least in part, can also be converted into telecom customers.
Driving fans to your digital ecosystem starts with meeting them where they are – with the right type of content. This is where AI-powered content creation and distribution technology comes in. Rights holders who use this technology can automatically produce diverse content formats at scale, distribute strategically to 3rd parties (e.g., by sharing just enough to entice a visit to their O&O), and offer personalized experiences once the fans are on your home turf.
As sports rights continue to fragment across multiple platforms, fans will be the ones who decide how many subscriptions are too many, and which ones they can’t live without. The content experience on owned platforms can play a huge role in this decision, but you have to get them there first. Those who employ the right tools for this task will be best positioned to stay relevant in an era where attention is both more valuable and harder to earn than ever.
Actionable Insights
-Audit where your content lives and identify gaps where fans are falling through the cracks
-Make key content accessible without a paywall to capture casual fans and convert them over time
-Automate content creation and distribution to keep pace with fan demand across multiple platforms