Traditional broadcasting is dying: Sports media is scrambling to meet consumer demands

Sports leagues and networks are losing control of their audiences as sports consumption shifts faster than the industry can keep up. Traditional cable is collapsing, regional sports networks (RSN) are disappearing, and streaming platforms are experimenting with new distribution models in real time. Sports teams and leagues can no longer rely on a guaranteed audience from bundled cable subscriptions; they must meet fans where they are and match distribution with demand.

This is not a tomorrow problem—it’s happening now. Teams such as the Dallas Mavericks and Phoenix Suns are already bypassing RSNs and launching direct-to-consumer platforms. Meanwhile, streaming services such as Victory+ and FanDuel Sports Network are betting on free or low-cost streaming options to attract younger viewers. The shift is clear: Traditional broadcasting is dying, and sports media executives must evolve or face irrelevance.

Sports media leaders must follow the fans or risk losing them

The days of guaranteed distribution through cable are gone. At its peak in the early 2010s, cable television had more than 100 million subscribers in the US. That number has now dropped to around 50–55 million and continues declining. Streaming is taking over, and younger fans are leading the charge.

Victory+ provides a compelling example of this shift. By offering free streaming for teams such as the NHL’s Dallas Stars and Anaheim Ducks, Victory+ has grown its audience fivefold while cutting the average viewer age in half. Now, 40% of its viewers are between 18 and 25 years old—a demographic nearly impossible to reach through traditional cable.

Similarly, FanDuel Sports Network has embraced an omnichannel approach, keeping nine MLB teams on board by providing a mix of traditional and digital distribution. The network’s streaming audience is 80% net new, proving there is a massive segment of fans hungry for flexible, on-demand viewing options.

The mandate for RSNs and sports leagues is clear: Meet the fans where they are. To ensure maximum accessibility, games must be delivered across multiple platforms—over-the-top (OTT) streaming, free over-the-air (OTA) broadcasts, and even social media. The old model of locking games behind expensive cable bundles is no longer viable.

Fragmentation is killing the fan experience, and that’s a massive business risk

While streaming is the future, the transition has been chaotic. The current fragmented landscape forces fans to juggle multiple subscriptions to follow their favorite teams. In a single season, a sports fan might need a cable package, Amazon Prime, ESPN+, Peacock, and a team’s direct-to-consumer app—all to watch their teams from game to game. This is unsustainable, and leagues risk alienating viewers with subscription fatigue.

The solution? A hybrid approach. OTA broadcasts can serve loyal, long-time fans accustomed to watching games on traditional TV; while streaming and direct-to-consumer platforms engage younger, tech-savvy audiences. The Dallas Mavericks’ approach is a prime example: The team launched MavsTV to provide free OTA broadcasts to 3.1 million Dallas-Fort Worth homes while simultaneously rolling out a subscription-based streaming service. Teams must be available on every screen, or they will lose fans.

The industry is in transition. Leaders must balance embracing digital innovation and ensuring accessibility for all audiences. The most visionary teams and networks will avoid forcing an either-or choice between cable and streaming. Instead, they will provide options catering to existing and new audiences.

Measuring success in a fragmented world is a mess—no one knows what success looks like anymore

Sports media executives have another challenge: How do you define success in a landscape where audiences are spread across multiple platforms? For decades, Nielsen ratings were the gold standard for measuring viewership. Now, with fans consuming sports through connected TVs, streaming apps, social media clips, and even alternative broadcasts, traditional ratings are no longer enough.

Currently, no universal measurement tool accurately captures the full scope of sports consumption. While services such as Comscore and first-party data from streaming platforms provide partial insights, the industry lacks a standardized, cross-platform KPI framework.

Without consistent measurement, it’s difficult to prove value to advertisers. This issue is significant because sports sponsorships and ad sales rely on accurate audience data. For example, NESN, which carries Boston Red Sox and Bruins games and manages SportsNet Pittsburgh, which carries the NHL’s Penguins games, has seen 35% ad revenue growth in Pittsburgh by working closely with the team to integrate brand partnerships better. This kind of collaboration between teams and media partners is crucial—but without industry-wide measurement standards, it remains an uphill battle.

Winning the future requires a fan-first, platform-agnostic strategy

The shift from traditional broadcasting is not a temporary blip; it’s a permanent change. But that doesn’t mean cable is dead. Sports executives must treat this as a transitional period where traditional TV still holds value while streaming and digital platforms rapidly take over (see Exhibit 1).

Exhibit 1: To survive this transition, media leaders must focus on three key objectives

Source: HFS Research, 2025

Restricting access accelerates audience decline—sports organizations must invest in innovative digital strategies to engage every fan. The days of one-size-fits-all broadcasting are over; media leaders must align content distribution with evolving consumer demands.

The Bottom Line: The future of sports media isn’t about what works best for broadcasters but what works best for fans.

If you’re not fan-first, you’re already losing. Leaders who continue forcing outdated distribution models on consumers will lose them to platforms prioritizing convenience, accessibility, and engagement.

What’s the best strategy to win in this new era? Meet fans where they are, not where you want them to be. That means embracing streaming, optimizing distribution across multiple platforms, and ensuring maximum accessibility for new and existing audiences.