Consumers are nearing their spending limits on TV subscriptions as media companies pour billions into sports rights, raising questions about how much longer fans will keep paying for live events.
A new Hub Research study of 1,600 respondents found the average American spends $83 per month on TV subscriptions — a figure that has remained steady since 2022. However, the maximum most people say they’re willing to pay averages just $86 per month. Those subscribed to three or more services report they have already exceeded their personal limits.
The Sports Fan Reality
Those numbers fall far short of what a dedicated sports fan needs to spend. Subscribing to the nine streaming services holding exclusive rights to major leagues (NFL, NBA) and others (WWE, Formula 1) would cost $168.17 per month — or $2,018 per year.
That’s more than $20 above the most expensive Spectrum cable package (which includes ESPN, Paramount+, Peacock, and Fox One), yet still wouldn’t deliver access to every sport.
- Hulu + Live TV ($81.99/month)
- YouTube TV ($82.99/month)
- Fubo TV ($54.99–$84.99/month)
The NFL has defended its strategy of spreading games across multiple platforms. Paul Ballew, the league’s chief data and analytics officer, said recently that the goal is to give fans choices.
“For us, it’s about giving those choices and those opportunities… the fan can select the best way to engage on the best platforms for them,” Ballew said. He noted that most games remain available free-to-air on broadcast television in the competing teams’ home markets.
“We want to make sure the fans get access to our games on the platforms and devices that they choose.”
The widening gap between what consumers say they can afford and the growing cost of accessing live sports suggests mounting pressure on the current model.