Netflix and Prime Video are cornering the sports-tangential market
Netflix and Prime Video are cornering the sports-tangential market
Shows like ‘Receiver’ on Netflix and ‘All or Nothing’ on Prime Video are helping the streamers outpace the competition in sports programming.
There’s an undeniable trend of sports programming shifting into the streaming space. The ratings continue to point to these moves being wise decisions in the long term; Nielsen’s latest monthly data showed that streaming had captured a new record high of total TV viewing hours yet again in the month of November. But as streamers welcome more live sporting events, they have to ensure they have enough sports-related programming to keep viewers engaged between matches or games. A new survey from Luminate shows conclusively which streamers are doing the best job in this regard: Netflix and Prime Video.
Key Details:
- Netflix accounts for more than 26% of sports shoulder programming between 2020 and 2024, and Prime Video claims 19%.
- Soccer was the sport responsible for the creation of the most sports shoulder programming at that time, followed by football.
- Only eight sports shoulder titles have received three or more seasons in the past four years.
Luminate’s survey defines sports shoulder programming as “programming that is about specific sports, teams, well-known athletes and sports-adjacent programming.” This means that content such as “live sporting events and pre/post-game commentary that airs as part of the event” is not included in its calculations.
Netflix and Prime Video are the clear leaders of this programming segment, according to Luminate. Netflix accounts for 26.6% of all sports shoulder programs released between 2020 and 2024, with Prime Video responsible for another 19%. Together, they make up almost half the sports shoulder programs that bowed in that timeframe.
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As the two of the largest streaming services on the market — with more than 200 million viewers each — it should serve as no surprise that Netflix and Prime Video are the largest providers of sports shoulder content. It’s impressive to see Peacock punching above its weight here; the streamer has fewer than 40 million customers but still accounts for more than 10% of sports shoulder programming released in the past four years.
Luminate’s study also demonstrates which sports are the most used to craft shoulder programming around. The global popularity of soccer allows that sport to take the top spot, with more than 50 soccer-related shows debuting in the past four years. Titles like “All or Nothing: Tottenham Hotspur” on Prime Video and “Welcome to Wrexham” on Hulu are highlights of this segment.
American football is the next most popular sport to create shoulder programming around, and Netflix has gained a firm foothold with NFL fans with shows like “Quarterback” and “Receiver.”
Despite the increasing popularity of sports shoulder programming, however, there have been few breakout hits in the genre. Only eight such titles have received three or more seasons’ worth of episodes in the past four years, and all but one — “Welcome to Wrexham” — are on Prime Video or Netflix.
Prime Video has a robust lineup of live sports, which will be supplemented in 2025 when the streamer welcomes a package of NBA games. Netflix has been more cautious in bidding on live sports rights but has built up a strong library of shoulder programming to help give sports fans a reason to stick with it as it finally begins to attract leagues like the NFL.
Amazon Prime Video
Amazon Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Amazon Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.