Premier League Viewership Decline: A Warning Sign for the £6.7bn Broadcast Deal?
A 10% drop in viewership on Sky Sports and a steeper 17% fall on TNT Sports might seem like a blip, but the declining audience for the Premier League this past season signals a potentially seismic shift in how fans consume the world’s most popular football league. Coming just before a new £6.7 billion domestic broadcast deal kicks in, these figures aren’t just concerning – they demand a serious re-evaluation of the assumptions underpinning the future of football broadcasting.
The Curious Case of the Declining Audience
For two seasons running (2022-23 and 2023-24), the Premier League enjoyed record-breaking viewership, fueled by nail-biting title races and dramatic relegation battles that went down to the wire. This season, however, offered a different narrative. Liverpool clinched the title relatively early on April 27th, and the relegation spots were filled before the final weekend, diminishing the sporting jeopardy that typically drives peak engagement. Sky Sports, in particular, noted a significant decline in viewership during those final six weeks.
But attributing the drop solely to a less competitive season is an oversimplification. Sky’s expanded football coverage, including over 1,000 live matches from the English Football League (EFL), likely played a role. The sheer volume of available football content is increasing, creating a fragmented landscape where viewers have more choices than ever before. This isn’t just about if fans watch football, but which football they choose to watch.
The Fragmentation of Football Consumption
The rise of streaming services and the increasing availability of football content across multiple platforms are fundamentally altering viewing habits. Fans are no longer tethered to traditional broadcast schedules. They’re increasingly opting for on-demand viewing, highlights packages, and alternative leagues. This trend is exacerbated by the cost of multiple subscriptions, forcing consumers to prioritize. A recent report by Statista highlights the growing number of sports streaming subscriptions in the UK, but also indicates a growing sensitivity to subscription fatigue.
What the New Broadcast Deal Means
From the 2025-26 season, Sky will broadcast a minimum of 215 Premier League games, an 87-fixture increase, including all matches shifted to Sundays to accommodate European competitions. TNT Sports will maintain its 52-game schedule, focusing on Saturday lunchtime kick-offs and midweek rounds. Amazon Prime Video’s six-year run as a domestic broadcaster will end. This consolidation of rights back into fewer hands is a bold move, but it also carries risk.
The increased number of games on Sky could further dilute the product, potentially exacerbating the current decline in viewership. Simply offering more content doesn’t guarantee more viewers. The key will be maintaining the perceived value of each individual match. Exclusive content, enhanced production quality, and innovative viewing experiences will be crucial.
The Shadow of Piracy
Adding to the challenges faced by rights holders is the escalating problem of illegal streaming. Industry leaders are now describing piracy as occurring on an “industrial scale,” costing broadcasters significant revenue and undermining the value of their investments. Combating piracy requires a multi-pronged approach, including technological solutions, legal action, and a concerted effort to educate consumers about the risks and ethical implications of illegal streaming.
Looking Ahead: The Future of Premier League Broadcasting
The current viewership decline isn’t necessarily a death knell for the Premier League’s broadcasting fortunes, but it’s a stark warning. The league and its broadcast partners need to adapt to the changing landscape of football consumption. Focusing solely on increasing the number of games is a short-sighted strategy. Instead, they should prioritize enhancing the viewing experience, combating piracy, and understanding the evolving needs and preferences of football fans.
The success of the new £6.7bn deal hinges not just on the quality of the football on the pitch, but on the ability to deliver that football to fans in a way that is compelling, accessible, and affordable. Ignoring the warning signs of declining viewership could prove to be a costly mistake.
What strategies do you think the Premier League and its broadcasters should employ to reverse this viewership trend? Share your thoughts in the comments below!
