Published On: February 17, 2026 - Categories: Industry Insights

Paul Hunt, Managing Director at StreamAMG, reflects on a growing demand for sport streaming services 

It is hard to believe there was a time when streaming – particularly sport – was seen as merely an add-on to linear viewing. Now, there is significantly more adoption across the industry and it comes with a long list of benefits; a means to reach new audiences, connect with loyal fanbases directly or to offer innovative digital content unavailable elsewhere. 

We are seeing an exciting shift that puts streaming closer to the core for audiences and rights holders, with many viewing streaming as their primary route. No longer is streaming viewed as adjacent; it is central to the fan experience, a key driver of growth and something people increasingly expect as viewing and lifestyle habits change. 

A study from Performance Research and Full Circle Research (2025) claims that 9 in 10 sports fans now use at least one streaming service to watch live games, with 45% reporting an increase in streaming sports viewership compared to the prior year. 

The streaming industry, including our team at StreamAMG, have adapted quickly to meet this demand. From partnering with big-name organisations that reach large global audiences and investing in new technologies that future-proof quality, to tapping into community or niche sport content where there is a real appetite for streaming. The direct-to-fan experience is unmatched, and it is important to understand the opportunities that can be unlocked for both the consumer and customer. 

StreamAMG’s services cover an expanding range of sports, sectors and countries, with a diverse range of new and extended partnerships including Unified MMA, Lancashire Cricket, World Curling and Canadian Elite Basketball League. All our partnerships provide clients with multiple routes to their fanbase to support this stream-first notion.  

We also have a duty to protect our clients’ content and to protect the rights of those end users, which is why I am also proud of our new membership with the Sport Integrity Global Alliance. This will see StreamAMG work in partnership to fight digital piracy and advocate for the protection of sports rights owners.  

In a digital landscape where streaming is on the up, a focus on trust, integrity and diversification will set you apart. Sports fans deserve responsible innovation, not just rapid expansion, and long-term value depends on credibility as much as creativity. Streaming is more than just broadcasting matches and tournaments; it is about developing immersive digital experiences that connect with fans and offering quality services and solutions as part of a more secure ecosystem. 

Connect with our experts at StreamAMG. 

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