Sports rights owners must diversify to close the monetisation gap as viewing expands beyond live games, according to Altman Solon’s Global Sports Survey
As sports viewing continues to expand beyond live games to non-live formats, a survey from Altman Solon makes three key predictions about how rights owners, streamers and legacy media should modify their strategies in response.
In Altman Solon’s ‘Unlocking the Full Value of Sports IP’ survey (which is the second part of its seventh annual Global Sports Survey), Altman Solon says rights owners must diversify aggressively to close the monetisation gap. It says digital creators boost reach, not revenue.
The survey finds 30% of fans (24-35 yrs.) are “very willing” to pay for highlights and other non-live content. It also finds that 51% of execs say creator-led and AI-generated content will increase the value of sports IP over the next 3–5 years.
“We believe the industry is entering a new era of accelerated transformation, where the scale of opportunity matches the scale of change required to capture it,” says Matt Del Percio, associate partner at Altman Solon. “Sports monetisation gains will be increasingly driven by leveraging fan and team data, not just live broadcasts.”
The survey includes rights owners, investment professionals and media companies, and 6,000 sports fans in the US and Europe.
To read the full report, click here.
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