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Insight: Europe lags US in sports rights spend
Spending on US sports rights
has surged 122 % over the past
decade, rising from $ 13.8 billion
(€ 11.8bn) in 2015 to $ 30.5
billion in 2025, according to new
insight from Ampere Analysis.
Over the same period, total TV
industry revenues increased by
just 24 %, meaning investment in
rights has grown five times faster
than the broader market. Sports
rights now account for 14 % of
total TV revenue, underlining
the premium value of live sport
as broadcasters battle for
subscribers and viewer loyalty
in an increasingly fragmented
media landscape.
Key findings: US sports rights
spend soars
• Sports rights spending in
the US grew 122 % between
2015 and 2025, up from
$ 13.8 billion to $ 30.5 billion.
• By contrast, combined
revenues from broadcast,
cable and streaming rose 24 %
in the decade, from $ 172
billion to $ 213 billion.
• The share of US TV revenue
which is spent on sports rights
has climbed from 8 % in 2015
to 14 % in 2025.
• Landmark deals have fuelled
growth, including new longterm
NFL contracts signed in
2023 and NBA rights renewals
beginning in the 2025 – 26
season.
• The extent of the spending
increases reflects the value
of live sport to broadcasters
as a subscription driver and
retention play, as well as a
lever for audience and ad
dollar growth.
Europe tells a different story
• In the UK, sports rights
spend has grown at twice
the rate of TV revenues since
2015, and 1.6 times as fast
in Spain. But in France and
Germany, the growth of rights
has largely stalled.
• Between 2019 and 2025,
TV revenue growth outpaced
sports rights spend across all
of Europe’ s‘ big five’ markets.
The US trend was the reverse,
with rights spend rising at
four times the rate of TV
market growth.
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• European
broadcasters have
taken a more
cautious stance,
reflecting declining
viewership and
ongoing challenges
in driving subscriber
revenue growth.
“ As TV markets slow,
sports rights inflation
continue,” explains
Daniel Harraghy,
research manager at
Ampere Analysis.“ The
huge hikes in NFL and NBA deals
demonstrate how live sports
continue to deliver unique value
as a driver of audience reach and
retention. By contrast, the more
restrained approach in Europe
reflects the tough economics
of rights investment. Market
differences are being driven by
several factors, including longerterm
rights contracts in the
US, business models that place
greater emphasis on affiliate
fees and advertising rather
than subscriptions, and a more
competitive rights market.”
Research: Europe’ s smartphone market fell 9 % in Q2
Smartphone shipments into
Europe( excluding Russia) fell
by 9 % to 28.7 million units in
Q2 2025, according to Canalys
( now part of Omdia). A restrained
consumer and economic outlook
is still limiting demand, making
Europe the worst-performing
smartphone region worldwide
in Q2.
On the vendor ranking table,
Samsung sustained a confident
lead, despite declining 10 %
year on year to 10.3 million
units. Its volume performance
was hurt by the Galaxy A06 not
being brought into EU-regulated
markets due to eco-design
regulations. Apple was the
second largest vendor, declining
by 40 % to 6.9 million units. A
consistent iPhone 16 series
performance partly helped offset
a slimmer portfolio covering
fewer price segments than in
Q2 2024. Xiaomi finished third,
declining by 40 % to 5.4 million
units. Its strong comeback in
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Italy, where it grew more than 500 % year on year, helped balance out an overall tough demand environment. Motorola and HONOR rounded out the top five, respectively declining 180 % and growing 110 % to 1.5 million and 0.9 million units.
“ Players in Europe’ s smartphone industry have had a tough first half of 2025, defined by sluggish end-user demand and conservative channel inventory strategies,” notes Aaron West, senior analyst at Omdia.“ Additionally, the EU eco-design and energy efficiency regulations came into force in late June, which vendors have spent years preparing for. Any vendors’ desire to stockpile channel inventory ahead of June 20th failed to materialise as the channel remained resistant to taking on any excess inventory. Plus, some of the largest network operators required devices in their portfolios to be compliant a few months in advance. But a healthy channel dynamic positions the market for growth in the second half of the year, as industry players strive to get a positive return on the momentum from the major launch events.”
“ Market influence continues to shift toward the largest five players, which held a recordhigh 870 per cent combined market share in Q2 2025,” advises Runar Bjørhovde, senior analyst at Canalys.“ While it reflects the importance of differentiated brands and scale for a profitable and sustainable business model for vendors, competition remains brutally fierce within the channel. Here, telcos, retailers, e-commerce
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specialists and direct channels( D2C) are all competing intensely to acquire and retain customers. But growing dependence on a few vendors is making it hard to differentiate. In recent years, both D2C and open-market channels have taken some share, mainly from operators. Our recent consumer study of 8,000 Europeans found that the draw toward direct purchases relates to a desire to engage with the brand alongside perceived customer service, while the draw to open-market channels largely relates to pricing. Operators remain a key route to the market for vendors and have been a key catalyst to drive adoption of, for example, 5G and eSIM capable smartphones.”
“ Europe’ s smartphone market is undergoing a tough period, but we anticipate growth to return by 2026, powered by a low-end device replacement push and maturing AI propositions starting to capture consumer interest,” continues Bjørhovde.“ Still, our long-term growth outlook is modest, as we only expect the market to grow by a CAGR of 1.70 per cent to 2029. Consequently, industry players must know why and how their customers buy. Understanding how buying journeys evolve as purchase motivations are reshaped is essential to know where and how industry players can influence consumers. Particularly in a competitive region with a limited total addressable market, manoeuvring cleverly and effectively can become the difference between resiliently winning market share and potential market exits.”
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22 EUROMEDIA |