Every sports fan knows “what channel the game is on.” Or at least they used to. Historically, when game time came, fans would tune in to their local sports broadcast or national sports network and settle in to watch their favorite players battle it out for glory and bragging rights. For decades, this model provided a centralized and consistent way for fans to reliably connect with and follow their teams.

But in the mid-2000s, sports broadcast rights started to change as teams and leagues—particularly the NFL and MLB—began significantly altering their television distribution strategies. As the rise of high-speed internet and digital streaming platforms shifted consumer preferences toward on-demand viewing and cord-cutting from traditional cable, teams and leagues saw direct-to-consumer models as a way to generate more revenue, expand their reach, and provide a better fan experience. Suddenly, fans could watch their team(s) from a variety of platforms.

Searching for the Game? Welcome to the New Normal of the Sports Broadcast

Today, finding “what channel the game is on” is an endeavor, as this platform shift has fundamentally altered the fan experience for both better and worse. Through a variety of devices and streaming services, fans enjoy unprecedented access to games which allows for more flexible and personalized viewing experiences. For example, NFL fans can stream Thursday Night Football on Amazon Prime Video, accessing multiple camera angles and real-time stats. These digital platforms offer interactive features such as live chats and social media integration, giving fans more ways to express their fandom than ever before.

Yet more options are not always better. No longer can fans rely on the consistency of tuning in to the same one or two sports broadcast channels. Instead, content is fragmented across multiple services, leading to confusion and inconvenience as fans try to find and watch their desired games. In addition, sports fans may be faced with the increased cost of additional subscriptions to watch their favorite team(s). On average, Americans pay for 2.9 streaming subscriptions per month, with 45% having cancelled a subscription in the past year due to high costs.¹

For sports fans already at risk of experiencing subscription burnout, signing up for yet another service to catch their favorite team(s) may be both personally frustrating and financially challenging. For instance, an MLB fan might need access to their local sports network (now frequently included in the highest tier cable package), national broadcasts, and a streaming service to watch every game of their favorite team. Coupled with blackout restrictions, access to live games may still be limited.

For many fans, these costs are simply too prohibitive, which means they may be unable or unwilling to watch their beloved home teams. Furthermore, for fans living in areas with poor internet connectivity, relying on a stable connection may be a barrier and reduce their ability to enjoy seamless streaming. While these changes may provide more content, they may risk diluting the fan experience and disconnecting fans from their teams, which could reduce overall viewership.

Game On: Creative Strategies to Strengthen Fan Relationships

While the fragmentation of media rights poses challenges, it also opens doors for innovation. Both sports teams and leagues have a unique opportunity to strengthen fan connections by solving real problems that create meaningful, lasting relationships. Teams and leagues should adopt new strategies to engage and retain fans who are unwilling or unable to connect through traditional methods.