Sports broadcasting is a massive industry, generating billions of dollars annually. In the U.S. alone, in 2025, the total value of sports media rights is projected to reach nearly $30 billion, including major contracts such as ESPN/ABC’s deal with the NFL, worth around $2.7 billion annually. Globally, the value of sports media rights has surpassed $60 billion, driven by significant events like the Olympics and the UEFA European Championships.
The high demand for live sports content fuels this lucrative market, which remains one of the most reliable ways to attract large audiences. At the same time, sports audiences’ media consumption continues to fracture, with even the mighty NFL dipping its toes into streaming waters with games on Netflix, Amazon Prime and YouTube TV.
Here’s how things are breaking down in early 2025:
National networks
National networks like NBC, CBS, and Fox have long been pillars of sports broadcasting. These networks have secured exclusive rights to major sporting events, such as the Super Bowl, the Olympics and the NFL regular season games. They rely heavily on advertising revenue and have traditionally dominated prime-time viewing. However, they are now facing increased competition from streaming platforms. To stay relevant, these networks are investing in new technologies, such as 8K broadcasts and augmented reality (AR) experiences, to enhance the viewer experience. They are also forming strategic alliances and launching their own streaming services, like NBC’s Peacock, to offer more flexible viewing options.
Cable channels
Cable channels, particularly ESPN, have been synonymous with sports broadcasting for decades. ESPN has built a vast sports-rights portfolio, including the NFL, NBA, MLB and college football. However, the landscape is shifting. The decline of traditional cable subscriptions, known as “cord-cutting,” has impacted the revenue model of cable channels and their providers. Diamond Sports, which operates regional sports networks (RSNs), has faced significant financial challenges, leading to a reevaluation of the RSN model. In response, ESPN and other cable channels are expanding their digital presence through services like ESPN+ and exploring direct-to-consumer models to reach audiences who prefer streaming over traditional cable.
Streaming platforms
While NBC (Peacock), CBS (Paramount Plus), ABC-ESPN and Fox are pivoting to streaming, platforms like Amazon Prime, Apple TV+, and Netflix are revolutionizing sports broadcasting. These platforms offer direct-to-consumer services, bypassing traditional cable and satellite providers. They have secured exclusive rights to major sports events, such as Amazon’s deal for “Thursday Night Football” and Netflix’s partnership with the NFL for Christmas Day games. Unlike cable packages, streaming platforms provide flexible viewing options and on-demand replays. There are also interactive features that cater to modern consumer preferences. With more players in the game, this shift has intensified competition for media rights and driven up their value as deep-pocket streaming services seek to attract subscribers with exclusive sports content.
What’s next
The sports broadcasting landscape is undergoing significant transformation. AI-driven production, cloud-based workflows and personalized content will likely become standard in sports broadcasting. Integrating augmented reality (AR) and virtual reality (VR) will further enhance the viewer experience, making sports broadcasts more immersive and interactive. On the marketing side, the continued shift towards direct-to-consumer models will provide viewers with more flexible and personalized options for accessing sports content.