On March 18, 2026, Altman Solon released its 7th Global Sports Survey, marking a massive turning point for sports media. For the first time, streaming viewership is nearing parity with traditional linear TV on a global scale. In specific markets like Spain and Italy, streaming has already surpassed traditional broadcasts, proving that the digital era is no longer just the future—it is the present.

The shift is largely driven by younger audiences who are ditching the four-hour game window for something faster. The report highlights that Gen Z and Millennial viewers are increasingly favoring non-live and short-form content. Whether it is highlights on social media or content from independent digital creators, these viewers are moving away from the traditional appointment viewing model that has sustained the industry for decades.

This evolution is putting serious pressure on traditional monetization. To bridge the revenue gap, rights holders are pivoting toward direct-to-consumer services and advanced data monetization. According to Altman Solon, adapting to these digital-first habits is no longer optional for organizations looking to maintain their reach and revenue in an increasingly fragmented market.