Premium live sports programming continues to be a critical element for the development and growth of free, ad-supported streaming television (FAST) channels, according to the latest installment of Amagi’s Global FAST Report.
The report, released on Thursday, shows nearly two-thirds of streamers watch live sports through at least one streaming platform, and sports fans are gravitating toward free options as programming becomes available on those services and channels.
Streaming accounted for 44.8 percent of U.S. television viewership in May 2025, according to Amagi, which sourced Nielsen Media Research for its data. Nielsen routinely includes the video sharing app YouTube in the “streaming” category of its monthly report called “The Gauge,” though some critics have pointed out that YouTube doesn’t license scripted TV programming or otherwise distribute its contents like other streaming services or traditional forms of TV.
Still, YouTube is becoming a bigger player in the world of high-profile, linear events, with the company securing the rights to the NFL Sunday Ticket and a pre-season NFL game. Rumors are also swirling that YouTube has emerged as a contender for the Academy Awards, which are set to leave ABC in a few years.
Other streaming services are following suit. Amagi noted that the biggest players like Netflix and Amazon’s Prime Video spent years developing their platforms by licensing and producing original, scripted content; now, those same players are shifting their priorities toward acquiring the rights to live events, including premium sports. Like YouTube, Netflix and Prime Video also have NFL rights, and Prime Video is also set to begin offering NBA games in a few weeks.
FAST platforms are capitalizing on the same momentum. Amagi’s data shows that sports represented 84 percent of all live programming on FAST during the first quarter of 2025. Talk shows comprised 14 percent of the category, and “other events” made up just 2 percent.
Over the last eight months, the number of sports channels on FAST has more than doubled from 107 to 220, making sports the second-fastest growing content category on the format.
Cathy Rasenberger, the co-Founder of Sports Studio, Inc., said live sports are playing the same role for FAST that they did for cable in its early years by attracting new users and advertisers.
“Live sports is fueling increased viewership and advertising on FAST, just as live sports on ESPN drove the early success of cable TV,” Rasenberg said in the Amagi report. She added that while FAST commands more than 20 percent of all media viewership, it represents just 8 percent of ad spending, and sports will help close that gap.
Consumer trends reinforce that prediction. Amagi surveyed more than 500 U.S. households across income groups and found 35 percent of respondents watch live events daily, while another 35 percent watch weekly. Two-thirds of respondents said they primarily watch live events through streaming services, well ahead of cable (39 percent), broadcast (32 percent) and social media (26 percent).
Live events also carry weight in subscriber decisions. Forty-one percent of respondents said the availability of live programming plays a major role in whether they subscribe to a paid streaming service, while another 41 percent said it has some influence. Nearly half of those surveyed said they would consider signing up for a trial of a paid streaming service if it offered a free live event.
Among types of programming, major sports leagues such as the NBA and Premier League had the greatest influence on viewing decisions (56 percent), followed by concerts (46 percent), minor sports including Olympic and high school events (45 percent), talk shows (27 percent), news updates (24 percent) and award shows (17 percent).
Younger audiences are helping drive the migration. Nearly half of sports fans under 34 consider streaming their “home base” for live sports, compared to 30 percent overall. Sixty-nine percent of sports fans say they watch at least some games on streaming platforms, placing it on par with cable (63 percent) and broadcast (66 percent).
Major platforms are racing to meet that demand. Roku, the largest TV streaming platform in the U.S., has been expanding its sports offerings since 2023, when it secured rights to Formula E motorsports. Since then, it has signed exclusive deals for MLB Sunday Leadoff, offered free access to NBA G League games and produced international broadcasts such as the 2024 NFL Munich Game. Earlier this year, Roku launched its own FAST channel, Roku Sports, which aggregates live programming from leagues alongside original content and highlights.
Joe Franzetta, the Head of Sports at Roku Media, said the strategy reflects the belief that “all TV will be streamed, and all sports will be streamed.”
“Live events continue to be a key driver for streaming platforms, and we see significant growth opportunities in expanding our live sports offerings,” Franzetta said. Roku has itself made plays for live sports rights over the past few years.
While consumers are embracing streaming for live content, quality perceptions remain mixed. Sixty-two percent of survey respondents said they find live events equal to or better on streaming compared to cable, while 38 percent still view cable as more reliable for live viewing.
Amagi concluded that the acceleration of live sports and event programming on FAST is expected to not only fuel greater adoption but also draw higher advertising investment into the space. With major platforms like Roku and others making substantial investments in live sports, the report suggests that FAST is poised to capture a larger share of both audiences and ad dollars in the years ahead.
