Live Sports Viewing: Consumers Want Premium Without the Price Tag

Across industries, consumer expectations for an exceptional experience with digital services have never been higher.  From on-the-go convenience, 24/7 access and self-help customer service channels to truly tailored, personalized experiences, consumers want the world but according to new research, they don’t expect to pay a premium for it.


CSG recently commissioned a study of 2,000 consumers across the United States and the United Kingdom to glean greater insight into consumer preferences, attitudes and behaviors around how consumers watch live sports.  In addition, we wanted to understand which types of premium services consumers would be willing to pay more for, including less intrusive ads, multi-game or split screen access and personalized content.  Here’s a snapshot of what we learned:

  • Among premium services, 64% of consumers said they wouldn’t pay extra for access to services such as less intrusive ads, multi-game or split screen access and personalized content. Of the group that indicated they would pay extra for certain services, less intrusive ads were the most desirable feature, selected by 18% of consumers.
  • The study also found that if given the option to tailor their own personalized viewing package, regardless of potential extra costs, 32 percent of consumers would prefer less intrusive ads.
  • Consumers interact with sports-related content on social media, with 42% reporting they use social media to keep tabs on concurrent games and 37% using it to find team and player stats.
  • Consumers are interested in quick, easy payments and more than half (51%) prefer rolling service charges onto a recurring monthly bill, such as a cable bill.


With U.S. football season, tennis and Formula One racing all active in September along with many other sports, one of the biggest seasons for live sports viewing has begun. With 71% of global consumers leveraging traditional cable at home to watch live sports, it’s critical for providers to keep an active pulse on viewing habits to ensure long term success. At IBC 2018 in Amsterdam, CSG will discuss the findings of our Future of the Digital Experience: Sports Streaming Edition survey at our booth B07/C07 in Hall 14.  Are you attending? Connect with us on Twitter @csg_i!


For more information on how consumers are experiencing live sports and the ways they’re engaging across platforms, check out Defining the Digital Era Sports Fan, our latest infographic which dives deeper into the survey findings, or read more in the press release in our news room.