Majority of sports viewers struggle with streaming issues: InterDigital
The sports media landscape is undergoing a major transformation as more viewers abandon traditional broadcast and cable in favour of streaming on digital platforms. However, streaming services still face significant technical hurdles, including latency and buffering, with over 57% of sports viewers reporting difficulties while watching live sports, according to a new report from wireless video and AI R&D company InterDigital and research firm Parks Associates.
Titled Streaming Live Sports: Where Opportunity Meets Complexity, the report outlines how the sports media industry is evolving in response to changing consumer habits. Viewers now engage with sports through a wide array of formats, including subscription video-on-demand (SVOD), direct-to-consumer platforms, pay-per-view services, and even social media. However, over half of sports viewers still face issues like buffering, latency and poor video quality, raising concerns about the reliability of streaming services during live events.
The shift in consumption patterns is particularly noticeable among younger audiences and sports enthusiasts. While traditional pay-TV subscriptions in the US dropped from 62% in Q1 2020 to 42% in Q1 2025, the average sports fan now spends $88 per month on streaming, significantly more than non-sports viewers. Notably, 40% of sports fans under 35 report watching games via social media platforms, and nearly half of female fans exclusively use streaming platforms to watch sports. The appeal of interactive features is also growing, with 32% of all sports viewers, rising to 57% among those aged 25 to 44, interested in placing bets through the same platform they watch games on.
Despite the expanding digital reach, the report reveals critical performance issues: nearly one in five sports viewers cited poor video quality, and among those aged 18–24, buffering, lag and limited bandwidth were recurring problems. These technical shortcomings are particularly disruptive for younger audiences who favour immersive features like multi-angle views and real-time stats.
To address these pain points, the report emphasises the need for more advanced video compression technologies. High-Efficiency Video Coding (HEVC) and the next-generation H.266/VVC standard are identified as key solutions, offering greater compression efficiency and better bandwidth usage for high-resolution and HDR content. These codecs are expected to improve the streaming of 4K and ultra-HD video, particularly on mobile networks.
Lionel Oisel, Head of Video Labs, at InterDigital, said: 'Sports viewers should not have to deal with technical issues when watching their favorite sports teams. The broadcast and streaming ecosystem needs to work together to alleviate pain points or risk damaging their reputation for future events. While streaming services need to think holistically about the challenges that come with live video streams, more advanced video codecs can significantly reduce buffering and latency and improve the overall user experience.'
Michael Goodman, Senior Analyst, Parks Associates, added: 'The sports media landscape is transforming, as sports programming transitions from traditional broadcast and cable networks to streaming. Sports fans now have more ways than ever to engage with their favorite teams or sports. Many niche sports and out-of-market matches, previously unavailable, are now easily accessible, which can expand the sports audience, and providers have new opportunities to engage viewers in interactive activities, such as multicasts, live chats, and in-game betting, provided the experience is easy and seamless.'
As live sports continue to migrate online, the challenge ahead for the industry will be balancing innovation and accessibility with the quality and stability fans expect.
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