AP-NORC Poll: Sports Fans Frustrated by Streaming High Costs

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AP-NORC Poll: Sports Fans Frustrated by Streaming High Costs/ Newslooks/ WASHINGTON/ J. Mansour/ Morning Edition/ A new AP-NORC poll finds sports fans increasingly frustrated by the high costs and fragmented nature of watching games. Many rely on multiple subscriptions, cable packages, and even password sharing to follow teams. Despite new services, most fans remain dissatisfied with the price of sports viewing.

Atlanta Falcons running back Bijan Robinson (7) runs the ball during the first half of an NFL football game against the Minnesota Vikings, Sunday, Sept. 14, 2025, in Minneapolis. (AP Photo/Mike Stewart)

Sports Streaming Costs: Quick Looks

Fragmented Viewing: Fans juggle cable, streaming platforms, and sports-only services.
Multiple Subscriptions: Many subscribe and unsubscribe seasonally to manage costs.
Streaming vs. Cable: Heavy fans more likely to keep cable alongside streaming.
Password Sharing: Nearly half of sports fans report sharing logins.
Cost Concerns: About half of fans are dissatisfied with current prices.
New ESPN Service: ESPN Unlimited launched at $29.99 per month.
Fan Voices: Viewers cite struggles with access to local and out-of-market teams.
Churn Rates: Sports fans switch services more often than casual viewers.

Green Bay Packers tight end Tucker Kraft celebrates with fans after catching a touchdown pass during the second half of an NFL football game against the Washington Commanders Thursday, Sept. 11, 2025, in Green Bay, Wis. (AP Photo/Matt Ludtke)

Deep Look: Sports Fans Say Streaming and Cable Costs Are Too High

WASHINGTON (AP) — For many sports fans, keeping up with their favorite teams has turned into a costly puzzle of subscriptions and logins. A new poll by the Associated Press-NORC Center for Public Affairs Research reveals broad dissatisfaction with the price of watching games, even as streaming platforms multiply.

The Subscription Shuffle

To stay connected, fans often piece together a rotating lineup of services. An NFL package in the fall might give way to NBA League Pass in the spring. Meanwhile, some continue paying for cable just to watch their local baseball team, while also tacking on ESPN’s newest direct-to-consumer streaming service for college football.

This patchwork is common, the poll found. About 4 in 10 avid sports fans — those who follow games “extremely” or “very” closely — said they rely on both traditional cable and a sports-specific streaming service. By contrast, only 2 in 10 moderate fans reported using that combination.

The approach is costly but, for many, unavoidable. Out-of-market coverage and regular-season play often require multiple subscriptions. In effect, fans are rebuilding the cable bundles they abandoned just years ago.

Cable vs. Streaming Satisfaction

The poll shows that fans using both cable and streaming services report the highest satisfaction: roughly 6 in 10 say they’re content with their sports viewing options. That drops to just over half for those using sports-only streaming platforms, and only about 3 in 10 for cable-only users.

Houston resident John So, who manages a supply business, dropped his DirecTV cable subscription in 2020 but still faces frustrations. “I would say I’m content. I wouldn’t say I’m happy,” he said, explaining that local NBA and MLB games often require paying extra fees. The added cost discourages him from watching more often.

Cord-Cutting Less Common Among Sports Fans

Despite the streaming boom, serious sports fans are less likely to cut the cord. Six in 10 heavy fans still use cable or satellite TV, compared with about 40% of moderate fans and a third of casual followers.

They are, however, more likely to pay for sports-only platforms. About 60% of avid fans subscribe to services like MLB.TV, NFL Sunday Ticket, or NBA League Pass, while only about 30% of moderate fans do the same.

The Churn Factor

Sports fans are far more likely to subscribe and cancel streaming services depending on the season. About 6 in 10 reported signing up for a service to watch a specific season or show, and about half canceled after finishing it.

For example, Randy Alvarez, a 35-year-old Los Angeles educator, relies on YouTube TV, premium channels, and borrowed logins to follow his Raiders and Warriors. Without NFL Sunday Ticket or NBA League Pass, which he deems too costly, Alvarez often misses games.

“It’s a hodgepodge,” Alvarez said. “Sometimes I’m just out of luck.”

Nearly half of fans said they’ve shared or borrowed passwords, compared with just 30% of casual viewers.

The Cost Problem

Regardless of platform, one theme is clear: fans think it’s too expensive. Roughly half of fans following sports closely said they were dissatisfied with costs. Another quarter were neutral, while only a minority reported satisfaction.

ESPN’s newly launched ESPN Unlimited, priced at $29.99 per month, offers access to all ESPN networks and NFL programming gained in a recent rights deal. But that price tag adds yet another bill for fans already juggling multiple subscriptions.

“The U.S. consumer will eventually have to bear the brunt,” one industry executive warned, echoing concerns that rising prices will force some fans to cut back.