43% of Americans would switch their mobile, broadband, or TV provider for a better sports streaming bundle, according to new research commissioned by Bango, a U.K.-based subscription bundling platform provider.
The finding highlights that more than four in ten customers are potentially up for grabs in the competitive telecom market. Sports has emerged as a frontline battleground for telcos fighting to win and retain customers amid fragmented sports rights across streaming platforms.
Providers are increasingly seen as a trusted solution for consolidating live sports content into a single bundle, with more than half (52%) of respondents saying they would trust their own telco above anyone else to handle this.
The research also points to sports bundles as powerful drivers of loyalty and growth:
46% of Americans say a sports streaming bundle would make them more loyal to their current provider.
49% say it would make them more likely to recommend the provider to others.
Conversely, 48% would consider switching to a competitor if their telco removed access to sports content.
49% say it would make them more likely to recommend the provider to others.
Conversely, 48% would consider switching to a competitor if their telco removed access to sports content.
This dynamic is clearly visible with coverage of the 2026 World Cup in the United States. English-language viewers must navigate Fox, FS1, the subscription service Fox One, and the free ad-supported Tubi, while Spanish-language coverage airs on Telemundo and streams on Peacock. Even for the world’s biggest sporting event, fans are forced to hop between multiple apps and subscriptions — precisely the type of confusion that consumers want their telco providers to solve, according to Bango.