2026年體育行業六大關鍵趨勢.pdf

2026年體育行業六大關鍵趨勢。We’re heading into 2026 on the back of a lacklustre macro environment, with linear broadcasters and streamers facing structural changes in the TV market which has implications across media rights and sponsorship. Ampere has identified some key trends for the year ahead which will have significant impacts on the industry.

For free-to-air, commercial and pay TV broadcasters, sport is a key defensive asset for both subscriber retention and advertising revenue. However, as subscriber growth for streamers plateaus, generalist platforms* have increasingly been turning to sport as a way of driving consumer growth, through subscription and ad-tiers, in mature markets. However, this benefit has not been felt consistently by all rightsholders, and has been concentrated, mostly in the US. Those macro factors, and a lack of generalist streamer investment in Europe, is impacting distribution strategies. The absence of competition in France, for example, has led to Ligue 1 having to go direct-to-consumer domestically, thereby dramatically decreasing its broadcast revenue.