Free ad-supported platforms are catching up fast with the airing of live sports and it could be the game-changer.
As we learned in this year’s Stadium to Screen report from LG Ad Solutions, streaming is becoming the destination for live sports. And the shift is happening faster than many realize.
According to Hub Entertainment Research, nearly a third of U.S. sports fans say a streaming platform is now their first stop for live games. That’s a massive shift in behavior — not just for younger fans, but across generations. And while subscription-based platforms still dominate much of the market, free streaming is rapidly getting in on the action.
Nielsen reports that the number of FAST (Free Ad-Supported Streaming TV) sports channels has doubled since mid-2024. If the trend continues, we’re looking at a future where live sports becomes a key differentiator among free streaming platforms.
Why Live Sports + Streaming = A Winning Combo
There’s a reason why sports has always commanded top ad dollars: it’s one of the last bastions of real-time, high-stakes, can’t-miss content. And now, that experience is becoming more flexible, more accessible, and more targeted than ever before.
88% of sports streamers prefer watching on a connected TV, likely to enjoy a more immersive experience than what you get from mobile or desktop viewing.
Viewers are open to ads especially if they’re relevant, personalized, and don’t disrupt the action.
FAST channels are becoming a viable way for brands to reach cord-cutters without the premium CPMs of linear.
For advertisers, this is more than a shift in platform, but a a shift in mindset. The audience is still watching. They’re just watching smarter.
The Competitive Advantage for Brands
Right now, streaming live sports offers something rare: high attention at scale with the added bonus of targeting and measurability that linear simply can’t match.
Whether you’re sponsoring halftime, testing dynamic creative by region, or aligning with niche sports content that speaks directly to your audience, CTV and FAST are unlocking new ways to show up and stand out.
And it’s still early days. The platforms investing in live sports content now — and the brands meeting them there — are setting themselves up for long-term wins as viewing behavior continues to evolve.
Where It’s All Headed
It’s likely that live sports will become the key differentiator between free streaming platforms in the next phase of this ecosystem. The ones who secure the rights — and the advertisers who seize the moment — will have a front-row seat to one of the biggest shifts in media consumption since the dawn of streaming itself.
The takeaway?
This isn’t just a new channel. It’s a new playbook. And if you’re still waiting on the sidelines, it’s time to get in the game.