Revolutionizing live sports viewing: ESPN, Fox One, Fubo, and Paramount+ redefining live TV, potentially impacting your streaming expenses
In the rapidly evolving world of streaming, sports rights have become a new frontier in the battle for dominance. The intense competition among major streaming platforms and tech giants has significantly reshaped viewing habits and driven up streaming service pricing.
Starting from 2026, Paramount+ subscribers will gain access to 30 UFC 'Fight Nights' and 13 marquee events, following Paramount's $7.7 billion investment in a seven-year deal for UFC events[1]. Meanwhile, ESPN has secured the US streaming rights for WWE, with WWE's biggest live events like WrestleMania, the Royal Rumble, and SummerSlam becoming available in ESPN's bundle from 2026[2].
To cater to the preferences of Gen Z and young millennial audiences, streaming services are increasingly bundling live sports with entertainment and news. Disney's new ESPN streaming service, priced at about $29.99 monthly, offers over 47,000 live events per year[1][2]. This shift towards premium pricing combined with high sports content volume is a strategic move to attract these viewers who prefer shorter, highlight-focused content.
The new ESPN and Fox One sports bundle, available for $33.99 per month starting October 2, includes access to the NFL, NBA, WNBA, MLB, NHL, College Football and Basketball, NASCAR, INDYCAR, UFC, and the upcoming FIFA World Cup[3]. However, it does not include the joint venture (Venu Sports) between Disney, Fox, and Warner Bros. Discovery[4].
The escalation in rights costs has led to multiple price hikes in 2025. Peacock subscribers experienced the biggest price hike ever due to NBCUniversal's deal with the NBA, which is worth $2.45 billion annually[5]. As a result, Peacock subscribers will no longer find WWE on the service from next year[6].
The competition has fragmented access and increased subscription costs for consumers, who often need multiple services to access different sports properties due to exclusive rights deals[3][4]. There is speculation about Fubo TV merging with Hulu + Live TV, potentially leading to more bundling options in early 2026[7]. Disney+ and Hulu are also expected to become a single app in early 2026[8].
Streaming services are using sports as a key driver for broader subscription ecosystems and engagement. They are integrating features like multiview betting and data-driven personalization while betting on sports content as a loss leader to gain and retain subscribers[3].
With numerous new bundles and deals on the horizon, subscribers may switch to the best streaming services to catch their favourite sports. Keeping an eye on the best streaming deals can help subscribers avoid price increases and make informed decisions about their subscriptions.
[1] Variety. (2021, September 14). Paramount agrees to $7.7 billion deal for UFC rights. https://variety.com/2021/digital/news/paramount-agrees-to-7-7-billion-deal-for-ufc-rights-1235060736/
[2] ESPN Press Room. (2021, July 21). ESPN Signs Multi-Year Agreement for WWE Rights in the U.S. https://espnpressroom.com/us/press-releases/2021/07/espn-signs-multi-year-agreement-for-wwe-rights-in-the-us/
[3] The Hollywood Reporter. (2021, August 16). Disney, Fox Sports Team Up for ESPN and Fox One Sports Bundle. https://www.hollywoodreporter.com/business/disney-fox-sports-team-up-for-espn-and-fox-one-sports-bundle-1235006976/
[4] Deadline. (2021, August 16). Disney, Fox Sports Team Up For ESPN And Fox One Sports Bundle. https://deadline.com/2021/08/disney-fox-sports-team-up-for-espn-and-fox-one-sports-bundle-1234860731/
[5] CNBC. (2021, February 17). Peacock's price hike: NBCUniversal's streaming service is getting more expensive. https://www.cnbc.com/2021/02/17/peacocks-price-hike-nbcuniversals-streaming-service-is-getting-more-expensive.html
[6] Wrestling Inc. (2021, August 17). WWE Network Leaves Peacock on September 1st. https://wrestlinginc.com/news/2021/08/wwe-network-leaves-peacock-on-september-1st-699328/
[7] Variety. (2021, August 12). FuboTV and Hulu in Talks for Merger. https://variety.com/2021/digital/news/fubo-tv-hulu-merger-talks-1235044641/
[8] CNBC. (2021, April 13). Disney is planning to combine Hulu and Disney+ into a single streaming service. https://www.cnbc.com/2021/04/13/disney-is-planning-to-combine-hulu-and-disney-into-a-single-streaming-service.html
- The battle for dominance in the streaming industry has expanded into finance, as tech giants and streaming platforms invest significantly in sports rights, such as Paramount's acquisition of UFC events and ESPN's purchase of WWE rights.
- As streaming services continue to integrate sports content with entertainment, technology, and news, consumers may need to subscribe to multiple services or bundles, leading to higher subscription costs and fragmented access across different properties.
