A recent study by Parks and Associates reveals that 38% of internet households in the U.S. now subscribe to at least one sports-specific streaming service. This figure represents a dramatic increase, rising more than nine times from 2019, when only 4% of households had a subscription to a sports streaming service.

Younger viewers increasingly want to watch live sports in their web browsers while engaging in other activities on a second screen. To attract this multi-tasking demographic, it’s essential for local service providers to offer web browser access for their video services.

Case Study – Carter – Santel Communications Coop Streaming Video Customer

At 24 years old, Carter likely belongs to the group of people more inclined to subscribe to a sports-specific streaming service. However, he is currently using the Santel Smart Stream video service to watch sports on one of his computer monitors, while gaming or doing other activities on his second screen. In some cases he is also taking two streams and watching two games at a time, one on each monitor.

Carter says he is surprised why other people his age don’t do this especaily if their parents subscribe to a television service from a local provider. It might be a situation where a web browser is not supported, or the service provider is not providing customers with education on whether it is available or how to access it.

Introducing this feature to 18-34 year olds early could foster long-term loyalty, keeping them as local video subscribers alongside a bundled broadband service.