스포츠 OTT 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the sports OTT market size was valued at USD 36.20 billion in 2025 and estimated to grow from USD 41.92 billion in 2026 to reach USD 78.93 billion by 2031, at a CAGR of 13.49% during the forecast period (2026-2031).

This report is Segmented by Monetization Model (SVOD, AVOD, TVOD, Hybrid, and Freemium), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), Streaming Type (Live Streaming, On-Demand Streaming, and More), Sport Type (Football and Soccer, Cricket, Basketball, Baseball, Tennis, Motorsport, Esports, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Sports OTT Market Trends and Insights

Rising Exclusive Sports Rights Acquisitions by OTT Platforms

Exclusive rights are now central to subscriber acquisition in the sports OTT market because premium live windows remain the clearest reason for fans to pay every month. Amazon Prime Video launched its first season under the 11-year NBA agreement in October 2025, adding 66 regular-season games to its streaming lineup and materially deepening its basketball offering. Paramount Skydance and TKO Group then set a new benchmark with a 7-year, USD 7.7 billion UFC rights agreement, under which Paramount+ became the exclusive US digital home for all UFC numbered events and Fight Nights from 2026. ESPN platforms also became the exclusive US domestic home for all WWE Premium Live Events, including WrestleMania, beginning in 2026 under the August 2025 agreement. Taken together, these moves show that the sports OTT market rewards platforms that secure access to must-watch events rather than those that simply add more nonexclusive sports content.

Growth of Hybrid Monetization Across Subscription and Advertising Models

Hybrid monetization is gaining ground in the sports OTT market because operators increasingly need both recurring subscription income and broad advertising reach. Paramount+ folded all UFC numbered events and Fight Nights into the subscription offer rather than preserving a separate pay-per-view layer, thereby widening access to premium combat sports. The World Boxing Council also announced in May 2025 that DAZN and Premier Boxing Champions had reached a landmark agreement that kept marquee fight nights on DAZN while leaving premium pay-per-view events available through Prime Video. Disney added another version of this approach when it launched ESPN's direct-to-consumer service in August 2025 with a broad monthly package built around live sports networks and enhanced digital access. This mix of recurring fees, event upsell, and wider audience reach is helping the sports OTT market serve both premium households and viewers who are more price-sensitive.

High and Rising Costs of Premium Sports Rights

Premium rights costs are rising fast enough to tighten the economics of the sports OTT market and to narrow the field of platforms that can compete consistently. Paramount Skydance's 7-year, USD 7.7 billion UFC agreement and Amazon's 11-year NBA deal show how large the financial commitments for top-tier sports have become. These deals favor companies that can spread sports spending across broader media, commerce, or ecosystem revenues, while smaller services have much less room to absorb losses or overpay for renewals. The pressure is even greater when rights holders want wider digital reach, stronger production quality, and more flexible distribution from the same contract cycle. As a result, the sports OTT market is increasingly rewarding scale, balance-sheet strength, and cross-platform monetization rather than pure appetite for sports content alone.

Other drivers and restraints analyzed in the detailed report include:

1. Increasing Mobile-First Sports Consumption and Second Screen Viewing
2. Expansion of Low-Latency and Interactive Streaming Capabilities
3. Piracy and Unauthorized Restreaming of Live Sports Events

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

SVOD held 42.13% share of the sports OTT market in 2025, while AVOD is projected to grow at a 14.18% CAGR through 2031. The lead came from the strong pull of exclusive live rights, which still gives subscription platforms the clearest way to lock in committed viewers across full seasons and major tournaments. Amazon, ESPN, and Paramount+ each reinforced this logic by tying headline rights packages to broader digital subscriptions instead of limiting access to stand-alone event purchases. The sports OTT market also benefits from the fact that sports subscribers tend to remain active through key matches and playoffs, which gives premium rights a more durable retention role than most general entertainment libraries.

AVOD is rising faster because it lowers the entry barrier and allows the sports OTT market to reach viewers who may not commit to premium monthly fees from the start. Paramount+ moved UFC numbered events into the base subscription offer, while DAZN and Premier Boxing Champions maintained a mixed structure combining subscription access with selective premium-event sales through Prime Video. That blend gives operators more room to balance audience growth, advertising sales, and event-level monetization across a broader user base in the sports OTT market. Stats Perform's 2026 survey also showed wider AI adoption by sports media executives, which supports better discovery and retention across subscription, advertising, and mixed monetization structures.

Smart TVs accounted for 40.62% share of the sports OTT market in 2025, while Smartphones and Tablets are projected to advance at a 14.42% CAGR through 2031. That lead shows that the largest screen still carries the premium viewing role for full matches, tentpole events, and longer sessions shared across households. Disney linked rights expansion with easier connected-TV access when it launched ESPN's direct-to-consumer service and enhanced app in August 2025. The sports OTT market continues to build around the living-room screen because premium sports still benefits from better picture quality, fuller sound, and a more stable shared viewing experience.

Smartphones and tablets are moving faster because fans now expect live access, short clips, and score-driven viewing throughout the day rather than only during planned television sessions. Sports Video Group said in Spring 2026 that mobile and tablet devices had become the second-most-used viewing category among US sports fans, while 54% of respondents showed interest in vertical live streams on phones. The NBA's reworked app also points to a wider pattern in which leagues and platforms are shaping discovery, highlights, and repeat engagement across handheld devices as much as on television. Laptops, desktops, consoles, and set-top boxes still matter, but the sports OTT market is steadily centering product design on the connected-TV screen and the smartphone screen.

Complete Report Scope:

• By Monetization Model
  • SVOD
  • AVOD
  • TVOD
  • Hybrid
  • Freemium
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By Streaming Type
  • Live Streaming
  • On-demand Streaming
  • Other Streaming Types
• By Sport Type
  • Football and Soccer
  • Cricket
  • Basketball
  • Baseball
  • Tennis
  • Motorsport
  • Esports
  • Other Sports Types
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 34.21% of the sports OTT market share in 2025. The region stayed ahead because households were already accustomed to paying for premium sports access, and major operators shifted that spending into digital bundles. Disney launched ESPN's new direct-to-consumer service in August 2025 at USD 29.99 per month with 12 ESPN linear networks, and the same move broadened ESPN's role as a digital sports destination. Amazon also launched its first exclusive NBA season in October 2025, sharpening competition for premium basketball viewers in the United States. The sports OTT market in North America is therefore moving toward fewer operators with broader rights portfolios, stronger bundles, and deeper financial capacity.

Asia-Pacific is projected to expand at a 15.73% CAGR through 2031, making it the fastest-growing regional market for sports OTT. India remains the main growth engine because cricket, mobile broadband, and mass digital distribution are scaling simultaneously. This regional pattern also fits the stronger shift toward mobile viewing, lower entry price points, and flexible monetization models that can reach large audiences beyond mature subscription households. As a result, the sports OTT market in Asia-Pacific is increasingly shaping global thinking on how to combine premium live rights with very large digital reach.

Europe remained a high-value part of the sports OTT market in 2025, although rights structures and platform strength continued to vary by country. DAZN said in August 2025 that it had added the Bundesliga Konferenz Saturday afternoon rights in Germany alongside its Sunday match portfolio, which confirmed the stronger role of streaming platforms in national football negotiations. South America and the Middle East and Africa are also moving deeper into streaming, but adoption patterns are shaped more clearly by major football rights, connected-TV growth, and the strength of mobile access than by a single region-wide model. Taken together, these regions show that the sports OTT market is expanding through different routes, with mature countries leaning on premium bundling and emerging markets leaning on access, device reach, and ad-supported viewing.

1. Amazon.com, Inc.
2. The Walt Disney Company
3. DAZN Group Limited
4. Warner Bros. Discovery, Inc.
5. Paramount Skydance Corporation
6. Fox Corporation
7. Netflix, Inc.
8. Apple Inc.
9. Comcast Corporation
10. Alphabet Inc.
11. NFL Enterprises LLC
12. Liberty Media Corporation
13. PCCW Limited
14. Telefonica, S.A.
15. beIN Media Group LLC
16. JioStar India Private Limited
17. FloSports, Inc.
18. Sony Group Corporation
19. CANAL+ S.A.
20. Viaplay Group AB

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions And Market Definition
• 1.2 Scope Of The Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Exclusive Sports Rights Acquisitions by OTT Platforms
  • 4.2.2 Growth of Hybrid Monetization Across Subscription and Advertising Models
  • 4.2.3 Increasing Mobile-First Sports Consumption and Second-Screen Viewing
  • 4.2.4 Expansion of Low-Latency and Interactive Streaming Capabilities
  • 4.2.5 Rising Integration of Personalized Highlights and AI-Driven Discovery
  • 4.2.6 Growth of Direct-to-Consumer League and Team-Owned Platforms
• 4.3 Market Restraints
  • 4.3.1 High and Rising Costs of Premium Sports Rights
  • 4.3.2 Piracy and Unauthorized Restreaming of Live Sports Events
  • 4.3.3 Churn Pressure from Fragmented Rights Across Multiple Platforms
  • 4.3.4 Latency, QoE, and Peak-Load Reliability Challenges During Live Events
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Buyers
  • 4.7.2 Bargaining Power of Suppliers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Monetization Model
  • 5.1.1 SVOD
  • 5.1.2 AVOD
  • 5.1.3 TVOD
  • 5.1.4 Hybrid
  • 5.1.5 Freemium
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By Streaming Type
  • 5.3.1 Live Streaming
  • 5.3.2 On-demand Streaming
  • 5.3.3 Other Streaming Types
• 5.4 By Sport Type
  • 5.4.1 Football and Soccer
  • 5.4.2 Cricket
  • 5.4.3 Basketball
  • 5.4.4 Baseball
  • 5.4.5 Tennis
  • 5.4.6 Motorsport
  • 5.4.7 Esports
  • 5.4.8 Other Sports Types
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Chile
    • 5.5.2.4 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia
    • 5.5.4.6 Rest of Asia-Pacific
  • 5.5.5 Middle East
    • 5.5.5.1 Saudi Arabia
    • 5.5.5.2 United Arab Emirates
    • 5.5.5.3 Qatar
    • 5.5.5.4 Rest of Middle East
  • 5.5.6 Africa
    • 5.5.6.1 South Africa
    • 5.5.6.2 Egypt
    • 5.5.6.3 Nigeria
    • 5.5.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Amazon.com, Inc.
  • 6.4.2 The Walt Disney Company
  • 6.4.3 DAZN Group Limited
  • 6.4.4 Warner Bros. Discovery, Inc.
  • 6.4.5 Paramount Skydance Corporation
  • 6.4.6 Fox Corporation
  • 6.4.7 Netflix, Inc.
  • 6.4.8 Apple Inc.
  • 6.4.9 Comcast Corporation
  • 6.4.10 Alphabet Inc.
  • 6.4.11 NFL Enterprises LLC
  • 6.4.12 Liberty Media Corporation
  • 6.4.13 PCCW Limited
  • 6.4.14 Telefonica, S.A.
  • 6.4.15 beIN Media Group LLC
  • 6.4.16 JioStar India Private Limited
  • 6.4.17 FloSports, Inc.
  • 6.4.18 Sony Group Corporation
  • 6.4.19 CANAL+ S.A.
  • 6.4.20 Viaplay Group AB

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment