Sports Fans Struggle with Rising Costs and Subscription Juggling
A recent poll reveals that many dedicated sports fans are increasingly frustrated with the rising costs associated with watching their favorite teams. The survey, conducted by The Associated Press-NORC Center for Public Affairs Research, highlights a growing trend where fans navigate a complex web of subscriptions and services to keep up with live sports.
In a landscape dominated by multiple streaming services and traditional cable, sports enthusiasts often find themselves subscribing to various platforms throughout the year. For instance, many activate an NFL package in August, cancel it after the Super Bowl, and then switch to an NBA streaming service. This patchwork approach is not only cumbersome but also financially burdensome, as fans are left managing multiple subscriptions, all while facing rising costs.
According to the poll, about 40% of individuals who follow sports “extremely” or “very” closely utilize both cable or satellite television alongside a sports-only streaming platform. In contrast, only 20% of those who follow sports “somewhat” closely engage in this dual approach. For fans keen on out-of-market teams or regular-season play, such multi-platform subscriptions have become almost unavoidable.
Fan Satisfaction and Frustrations
Interestingly, the survey shows that those who utilize multiple platforms tend to be more satisfied with their sports viewing options. Approximately 60% of U.S. adults using both cable and streaming services express satisfaction with their ability to access desired sports events. This contrasts with just over 50% of those relying solely on sports streaming services and about 30% of cable-only viewers.
John So, a 45-year-old pipeline supply fabrication manager from Houston, switched to a more affordable streaming service in 2020 but still faces challenges. Though he appreciates the flexibility of streaming across devices, he struggles with video quality and sometimes misses games from local teams. “I would say I’m content. I wouldn’t say I’m happy with the availability of sports,” So noted, emphasizing that additional costs for local sports networks discourage him from watching regularly.
The poll indicates that serious sports fans are more likely to subscribe to sports-only streaming platforms, such as MLB.TV, NFL Sunday Ticket, or NBA League Pass. Around 60% of those who follow sports closely report using these services, compared to just 30% of those with a more casual interest.
Subscription Trends and Cost Concerns
The findings also reveal a significant trend: sports fans are more likely to frequently change their streaming subscriptions compared to non-fans. About 60% of sports enthusiasts reported subscribing to a streaming service for specific shows or seasons in the past year, while nearly half canceled subscriptions after completing their viewing. Those who follow sports closely are particularly inclined to engage in this cycle.
Randy Alvarez, a 35-year-old educator in Los Angeles, described his viewing experience as a “hodgepodge” of streaming services and cable alternatives after he cut his cable in 2022. Alvarez follows two out-of-market teams, the Las Vegas Raiders and the Golden State Warriors, but often finds himself piecing together his viewing options. “Without adding on NFL Sunday Ticket and NBA League Pass, I’m stuck cobbling together what I can get from online streams,” he explained.
Cost dissatisfaction is another common sentiment among sports fans. Roughly 50% of respondents who follow sports at least “somewhat” closely express dissatisfaction with the costs of their streaming and cable services. Around 25% of those surveyed reported feeling neutral about the expenses.
The recently launched ESPN Unlimited streaming service, priced at $29.99 per month, aims to address these concerns by providing access to all ESPN networks and expanded NFL programming. Yet, even with these options, many fans find the overall costs prohibitive.
The poll, conducted between August 21-25, 2023, surveyed 1,182 adults and has a margin of error of plus or minus 3.8% percentage points. As sports fans continue to navigate the complexities of viewing options, it remains clear that the desire for more affordable and accessible sports entertainment is a pressing concern.
