Sports rights holders gaining leverage ahead of next media cycle, survey reports

Sports media rights are moving toward hybrid distribution models as leagues and rights holders gain leverage from rising demand for premium live events.

The findings come from Looper Insights’ “Who Holds the Power in Sports Rights in 2026” report, which surveyed 52 executives across leagues, broadcasters, streaming services and distribution partners.

The report found that 40.4% of respondents believe sports leagues and rights holders will hold the strongest negotiating position in the next cycle, compared with 28.8% who pointed to global streaming services.

The study also found growing concern about audience fragmentation as live sports rights are spread across multiple platforms.

According to the report, 44.2% of respondents said rights holders are partially pushing fragmentation too far by prioritizing short-term revenue over fan experience, while another 32.7% said long-term fan value is already eroding.

At the same time, executives said additional competition from technology companies is strengthening the market position of rights holders.

The report found 38.5% of respondents believe platforms such as Amazon, Apple, YouTube and Netflix are improving rights holders’ leverage by increasing the number of bidders in the marketplace.

Hybrid distribution strategies emerged as the preferred long-term model in the survey. The report said 38.5% of respondents believe hybrid rights structures combining linear television, streaming and direct-to-consumer distribution will deliver the greatest value for rights holders in the next cycle.

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Respondents also indicated that direct-to-consumer distribution is expected to expand selectively rather than replace traditional licensing agreements. Half of those surveyed said rights holders will move closer to direct-to-consumer distribution in targeted ways, while licensing is expected to remain the primary distribution model for most organizations.

The report concluded that premium live sports continue to gain strategic value as streaming services compete for subscriber acquisition, engagement and retention. It also said the market is increasingly shifting toward flexible deal structures that balance reach, exclusivity and long-term audience growth.