The streaming industry is opening its wallet. Over-the-top (OTT) platforms such as Netflix, Amazon and Disney now account for 20% of global spending on sports media rights, according to an investment report by Houlihan Lokey, cited by CincoDías.
That 20% represents roughly €11.8 billion, marking the highest share ever recorded for streaming platforms in the sports broadcasting market.
The report also highlights the rapid rise in recent years: in 2021, this type of content represented just 8% of total rights expenditure.
Houlihan Lokey identifies DAZN and Netflix as key players in the sector.
The Netherlands-based OTT service holds a broad portfolio of sports rights, while the U.S. giant controls the rights to the National Football League (NFL) as well as World Wrestling Entertainment (WWE) for the next decade.
Global spending on sports rights is expected to reach $56.6 billion this year, a decrease of nearly 10% from the previous year, which featured major events such as the European Championship and the Paris Olympic Games.
Juan Luis Muñoz, Partner in Mergers & Acquisitions at Houlihan Lokey, noted that “platforms are fiercely competing for premium content, and this is reshaping the landscape of audiovisual investment in Europe.
Sports media rights have become a strategic asset for investment funds, broadcasters and technology platforms alike.”
Looking ahead to 2026, the consultancy projects that the value of sports media rights will climb to $66 billion, driven by “the expansion of global audiences, the adoption of streaming, major international events and landmark deals across both established and emerging sports.”
One company seeking a larger footprint in this ecosystem is CVC. Global Sports Group (GSG), one of the world’s largest sports-focused private equity firms backed by CVC, is pursuing new investments following its launch last month with a valuation of €9 billion.
“We want to expand the platform,” said GSG chairman Marc Allera in comments to the outlet.
“We are targeting other top-tier leagues—those watched by hundreds of millions of people, popular in their home markets, and led by management teams that recognize untapped potential.”
