New poll shows most sports fans frustrated by high costs and juggling subscriptions

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LOS ANGELES - For sports fans, keeping up with games has become a complicated — and expensive — task.

A new poll from the Associated Press-NORC Center for Public Affairs Research shows that many viewers are juggling a mix of cable packages, sports-only streaming subscriptions, and even borrowed passwords. The patchwork system leaves fans frustrated with costs and searching for more seamless ways to watch.

Why watching sports has become so complicated

The backstory:

The survey highlights how fragmented the sports viewing experience has become for fans across the country.

According to the poll, about 4 in 10 people who follow sports "extremely" or "very" closely rely on both cable or satellite TV and a sports-only streaming service. That compares with about 2 in 10 people who follow sports only "somewhat" closely.

For many fans, there’s no single option that provides everything they want — particularly those who follow out-of-market teams or want access to regular-season games. The result often resembles the very cable bundles many people cut years ago.

New services are still emerging. ESPN debuted its latest direct-to-consumer platform in August, offering expanded NFL programming and all ESPN networks for $29.99 per month. But for most fans, watching sports still means combining multiple subscriptions.

Streaming, cable — or both

Fans who combine cable and streaming seem to be the most satisfied with their access, though frustrations remain.

About 6 in 10 U.S. adults who report using both cable and streaming say they are "somewhat" or "very" satisfied with the games available. That compares with just over half of those who rely only on sports streaming services and about 3 in 10 who stick to cable alone.

John So, a 45-year-old in Houston, told the AP he cut the cord in 2020 but says quality issues and missing local broadcasts make watching frustrating. "I would say I’m content. I wouldn’t say I’m happy," So said, adding that paying an extra $15 or $16 a month for local sports networks keeps him from tuning in more often.

Fans cheer as they watch an Atlanta Falcons game at a bar, celebrating a big play during the NFL season. (Photo by Jessica McGowan/Getty Images)

Subscribe, cancel, repeat

The poll found that sports fans often churn through subscriptions, signing up for specific seasons or shows and canceling soon after.

About 6 in 10 say they’ve subscribed to a service for a specific season or show in the past year, and about half canceled after it ended. That trend was especially common among people who use sports-only platforms like NFL Sunday Ticket or NBA League Pass.

Randy Alvarez, 35, of Los Angeles, described his approach to the AP as a "hodgepodge" of YouTube TV, premium channels, and shared passwords. He follows the Golden State Warriors and Las Vegas Raiders but said the cost of league-specific streaming packages is a barrier. "Sometimes, that means I’m out of luck," Alvarez said.

Nearly half of sports fans say they’ve shared or borrowed a password to watch games, compared with about 30% of people who don’t follow sports closely.

What commissioners are saying

League officials acknowledge fans’ growing frustrations and say they are considering ways to make access easier.

MLB Commissioner Rob Manfred recently said, "Different places, you’ve got to pause and think, ‘Where might the game be tonight?’ That’s not ideal from a fan’s perspective."

NBA Commissioner Adam Silver said streaming could ultimately be an advantage, offering personalized broadcasts and new ways to reach fans. The league recently signed a $76 billion media rights deal extending rights to NBC and Amazon Prime.

What we know:

Here are some of the key findings highlighted in the AP-NORC poll.

• Serious sports fans are more likely to keep cable, with about 6 in 10 reporting they still use it.
• ESPN’s new ESPN Unlimited service launched at $29.99 a month, offering all ESPN networks.
• About half of fans who follow sports at least "somewhat" closely say they are dissatisfied with the cost of their viewing options.

What we don't know:

Even with more streaming choices available, several unanswered questions remain about the future of sports viewing.

• Whether future streaming deals will simplify access to local broadcasts.
• How password-sharing crackdowns may affect sports fans’ viewing habits.
• If new bundled packages will emerge to replace traditional cable in a more affordable way.