Amagi FAST Report #15

As streaming continues to grow, platforms are increasingly turning to live programming—sports, news, and events—to build habitual viewing. But what’s keeping audiences engaged? Is live content the key to streaming loyalty? 

We interviewed Cathy Rasenberger, Co-founder of Sports Studio Inc., and Joe Franzetta, Head of Sports at Roku Media, to hear their perspectives on how live programming is evolving—and what it means for the future of streaming and FAST.

A key takeaway — while live programming is a powerful driver of fan engagement, FAST platforms also open the door to connecting with viewers through complementary content.

“One specific contribution we’ve made to the live sports streaming ecosystem is our deep commitment to content aggregation, which extends far beyond live games and events," said Franzetta. "Our platform creates more opportunities for user engagement by offering various ancillary content like clips, highlights, and other short-form videos.” 

Additionally, we conducted a consumer survey spanning 500+ U.S. households to see how viewers consume live content. Here’s a peek at what it revealed:

67% of consumers watch live events through streaming (paid or free)

70% watch live content daily or weekly 

47% say a free live event would encourage them to sign up for a trial of a paid streaming service