The rapid rise of international streaming platforms in the sports industry is putting significant pressure on the traditional television landscape. This is the conclusion of sports economist and Associate Professor Thomas Peeters (Erasmus School of Economics), who warns that football is becoming increasingly less accessible to the general public.
The shift in broadcasting rights is at the heart of this development in Belgium: Belgian football is currently only available via a streaming app, and from 2027 the Champions League will largely move to an international platform. According to Peeters, this reflects a broader trend in which traditional media companies are being outbid by cash-rich, globally operating tech giants. ‘Whichever way you look at it, football will become less accessible,’ Peeters states. The transition is particularly challenging for older viewers or fans who are less comfortable with digital technology. ‘Not everyone easily keeps up when yet another new app is introduced. I see that in my own surroundings as well.’ According to the sports economist, however, this shift is difficult to reverse. He points out that streaming has already become the norm in other entertainment sectors such as series and films. ‘Sport is increasingly heading in the same direction. The traditional TV model is eroding.’
Fragmentation and rising costs
Peeters emphasises that streaming is not necessarily more expensive than traditional cable bundles at present. However, he sees the real issue in the growing fragmentation of broadcasting rights. ‘If different competitions are spread across different platforms, fans will need multiple subscriptions. That can quickly drive up the overall costs.’ This trend is already visible abroad, where supporters often combine several services to follow all matches. Belgium appears to be heading the same way.
A risk for football’s future
In the longer term, Peeters identifies a more fundamental risk: the growth of football itself could be affected. ‘If everything ends up behind paywalls, it becomes harder to attract new fans. You need to discover the product before you are willing to pay for it.’ He points to early warning signs, such as declining interest in highlights that are only available via apps. ‘The influx of new supporters is shrinking. That is problematic for the future of the sport.’
His core message is clear: ‘Football has been extremely successful at extracting revenue from existing consumers. But to sustain growth, the industry must continue to reach new generations.’
- Associate professor
- More information
You can download the article (and interview with Thomas Peeters) from the Belgian newspaper HLN above (in Dutch). For more information, please contact Ronald de Groot, Media & Public Relations Officer at Erasmus School of Economics: rdegroot@ese.eur.nl, +31 653 641 846.
