
A new analysis from Mediavision shows that one in three northerners interested in sports stop following a league when it changes broadcast platform.
AI-generated summary
Major streaming players invest hundreds of millions in sports rights such as the Premier League and SHL. Mediavision has analyzed how the audience acts when these rights change platforms.
Streaming giants such as Viaplay, TV4 and Disney pay hundreds of millions per season for the broadcasting rights to the most sought-after sports rights such as the Premier League, Champions League football, SHL ice hockey or the men's Allsvenskan.
At the same time, it is far from certain that the audience will follow along when a league changes positions.
A new report from Mediavision shows that roughly one in three people interested in sports in the Nordics have stopped following a league when it has moved to another service or channel, they write in a press release.
Two of the heaviest sports rights on the Swedish market are facing new contract periods. The Nordic rights to the Premier League expire after the 2027/28 season, while the Swedish Hockey League (SHL) has started selling the rights from the 2030/31 season.
Interest in the leagues is great. Every sixth Swede between the ages of 15 and 74 wants to watch the Premier League, and almost half of those interested already pay to be able to watch the English football league, according to the analysis company Mediavision. The SHL has an approximately equally large interested audience.
- Sports rights create great commitment and willingness to pay, but audience behavior is more complex. A change of rights can cause a league to lose viewers, which in the long run also risks weakening the commitment among fans, says Adrian Grande, responsible analyst at Mediavision, in a press release.

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