Amazon Prime Video, Peacock, Netflix, Paramount+, and HBO Max. What do all of these major streaming services have in common aside from being the home to some of our favorite shows and movies? They all play a role in this new age of streaming sports online: A new era where you have to glide through subscriptions just to watch your favorite team play on a nightly basis.
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According to the Nielsen “The Gauge” Report in April 2026, streaming platforms reached a record 48% share of all television viewing, while Cable TV fell to a 20% share and broadcast sat at 21% This shift, especially for sports brands and associations transitioning from cable to streaming, has sparked a new conversation about cost.
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Data from CableCompare shows that the average cable bill has reached $147 per month, and the same study indicates that the standard bundle of three streaming services costs around $48 per month. Despite appearing cheaper, the reality is more complex: premium tiers needed to watch every game often push the total cost above cable’s $147 monthly fee.
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On Christmas Day 2025, Netflix became home to the most-streamed day in history, with over 55 billion minutes of content consumed, primarily driven by the NFL and its advertisements and promotions. As of April 2026, YouTube has remained the number one individual streaming platform for 11 consecutive months, accounting for approximately 12% of all TV usage. YouTube is home to various professional sports, including football, basketball, hockey and soccer.
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Whether it’s watching football on Christmas day on Netflix, Amazon Prime for basketball, or Apple TV for soccer, streaming services have weaseled their way into the sports world, and students are directly affected by this. Senior Edward Han said, “I feel like every time I go to watch something, no matter the sport, it’s always a hassle, and the quality is no different from how it used to be on regular Cable TV.”
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Another student, senior Justin Heller, expressed his excitement for the new way of watching sports. “Personally, I really like watching sports on some of these streaming services like Amazon Prime Video, for example. They added a bunch of next-gen statistics that honestly improve my watching experience compared to Cable in the past.”
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These next-generation stats that Heller referenced are just one of the ways that these streaming services are appealing to viewers. Another way that major brands appeal to viewers is through alternative broadcasts featuring celebrities or other athletes giving their own take on the game for the viewers’ pleasure.
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A main reason for this is that, according to MNTN Research, two-thirds of U.S. viewers now use a second screen like a phone or tablet while watching TV. Viewers aren’t distracted; they just want to check live stats or engage in social media discussions regarding the game they may be watching.
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Junior Luca Phillips shared his experience watching sports on these streaming services as he said, “I usually have to go on my phone to check the stats for some of my favorite players, but now I can just turn on whatever alternate broadcast they have, and it will automatically show up on my screen without me having to do anything.”
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Overall, U.S. viewers of live sports streaming are expected to reach over 90 million viewers by 2026, and fans and students alike will have to get used to this new era of watching sports.