Scale and data poised to reshape the next cycle of sports rights deals

Global streaming platforms are expected to gain increasing structural power in sports media over the next several years, according to a new survey of industry executives conducted by Looper Insights.

The report surveyed 59 professionals across streaming services, broadcasters, sports leagues, distribution ecosystems and technology providers to assess how influence in the sports streaming economy may shift by 2026.

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About 40.9% of respondents said global entertainment streamers such as Netflix and Amazon Prime Video will hold the greatest structural power in sports media by 2026. Sports leagues and rights holders followed closely at 39.4%, while ecosystems that control discovery tools and platforms, such as YouTube, were cited by 16.9%.

Legacy sports broadcasters adapting to streaming were seen as less influential in the next phase of the market. Just 2.1% of respondents said they expect traditional broadcasters to hold the most structural power by 2026.

Industry respondents also identified global reach and audience data as the factors most likely to shape the next cycle of sports rights negotiations. About 38.6% said global scale and distribution will matter most in rights discussions, while 36.9% pointed to the value of audience data and insights.

Financial terms were viewed as somewhat less decisive. Only 18.8% of respondents said the size and certainty of rights fees would be the most important factor in upcoming negotiations.

The findings suggest industry leaders increasingly view sports rights as part of broader platform strategies rather than standalone acquisitions.

The report also found that many executives believe marquee live sports events drive short-term subscriber activity rather than sustained growth. About 38.6% said major sports events primarily create temporary subscription spikes with limited lasting impact.

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Another 36.7% said those events mainly reinforce streaming services audiences already use rather than attracting long-term new subscribers.

Bundling sports into broader streaming ecosystems was also viewed primarily as a retention strategy. Roughly 38.5% of respondents said bundling sports into larger platforms is useful mainly for subscriber retention, while 19.6% said bundling is the most effective way to scale sports audiences.

Industry views were more divided on the role YouTube could play in sports distribution. About 40.4% of respondents said the platform could evolve into a full operating system for sports media, serving as a central environment for discovery, creators and distribution.

At the same time, 38.3% said YouTube will likely face resistance from rights holders and remain limited in its role in live sports.

When asked which streaming platform is most likely to hold the strongest position in sports media by 2026, respondents pointed to Amazon Prime Video as the leading contender. Amazon received 34.7% of responses, followed by Netflix at 18.9% and ESPN/Disney at 17.6%.

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Overall, 36.9% of respondents said global entertainment streamers with selective sports rights strategies will hold the strongest position in sports media by 2026, compared with 33.8% who expect sports-first broadcasters transitioning to streaming to remain competitive.

The findings point to a market where influence is increasingly tied to global distribution scale, audience data and platform ecosystems rather than legacy broadcasting strength.