Bango: 43% of US consumers would switch providers for a better sports streaming bundle
Forty-three percent of US consumers would switch their mobile, broadband or TV provider to get a better sports streaming bundle, according to a new survey from Bango, a UK-based content and advertising-technology platform. The survey of 2,500 US adults, conducted in May 2026, found that 45% would pick a provider with a strong sports bundle over a lower price, and 42% would pay their current provider more to get specific sports. Viewing behavior is shifting alongside subscriptions: 51% of consumers aged 25-54 are watching more highlights from live games, and 58% of 18-24 year olds use a second screen while watching a livestream. Discovery is a barrier for many: 57% of 18-24 year olds said they could not find a specific live sports program and missed the game or match, a problem reported by 46% of all consumers. The NFL leads all sports in driving incremental subscriptions, cited by 38%, followed by the NBA at 27%, Major League Baseball at 19% and college football at 17%.
Second screens and highlight clips are already eating into live attention, with 51% of viewers aged 25-54 favoring recaps and 58% of 18-24 year olds splitting focus between a livestream and another device. Missed inventory compounds the problem: 46% of all consumers say poor discovery has caused them to miss a live sports program entirely, a figure that rises to 57% among 18-24 year olds. The NFL remains the strongest driver of new subscriptions, cited by 38% of consumers, ahead of the NBA at 27%, Major League Baseball at 19% and college football at 17%. Bundle and rights negotiations now have to weigh consumers who say they would switch providers, 43%, or pay more, 42%, just to get the sports coverage they want.