A brand-new Premier League season has kicked off, and Sky Sports is looking to make as much of an impact off the pitch as clubs are on it. Facing mounting competition from streaming platforms and shifting fan habits, Sky has unveiled its most ambitious coverage strategy to date — signalling a new era for traditional broadcasters in football’s digital age.
A Record Season of Coverage
At its London Studios launch event ahead of the 2025/26 season, Sky confirmed a dramatic increase in live coverage — from 128 to 215 games — in what presenter Dave Jones described as the broadcaster’s “most ambitious and extensive” season yet.
The move comes against the backdrop of a record £6.7bn Premier League broadcast rights cycle, which surprisingly saw Amazon Prime Video excluded, leaving Sky Sports and TNT Sports as the exclusive domestic broadcasters.
Sky Sports+: The Streaming Pivot
Central to Sky’s strategy is Sky Sports+, a streaming service that has already been adopted by 75% of its customers. Managing Director Jonathan Licht underlined how critical streaming has become to attracting the under-35 demographic — a group whose media diets are shaped by Netflix, Apple TV, and YouTube.
The dual model is paying off. Sky has doubled its under-35 viewership in the last four years, while its YouTube Premier League channel attracts over 35 million monthly viewers.
“We now have more rights certainty than ever before,” Licht said, pointing to a four-year deal that cements Sky’s status as the “home of domestic football.”
Piracy and the 3pm Blackout
Licht also addressed the elephant in the room: piracy. Describing it as “normalised” and a “real concern,” he urged Big Tech platforms to step up enforcement. Recent events, such as DAZN’s failed Ligue 1 deal, have highlighted the financial risk piracy poses to rights holders and leagues.
The long-debated 3pm blackout rule was also raised. With pressure mounting from fans, clubs, and even Prince William, calls to scrap the Saturday ban are growing louder. Removing the rule, however, would require UEFA and FA approval and could reshape existing broadcast agreements, or even pave the way for the Premier League to launch its own direct-to-consumer offering.
Fan Voices Front and Centre
Sky also announced the rollout of Fanalysis, a new fan-driven content platform where supporters will be able to share player ratings, tactical insights, and verdicts on their clubs.
Over 600 fans auditioned for the platform, with 11 per club selected as a “Starting XI” of contributors. These insights will be integrated into Sky’s coverage throughout the season, bringing authentic fan perspectives into mainstream broadcast narratives.
“Fans know best,” said Michael McIntyre, Executive Chairman of Fanalysis. “No pundit or statistic can rival the passion and lived experience of supporters.”
What This Means for Broadcasters and Rights Holders
Sky Sports’ strategy illustrates a broader truth: traditional broadcasters must evolve into hybrid media ecosystems if they want to retain relevance in a fragmented, on-demand era.
Key takeaways for broadcasters and rights holders:
- Streaming is no longer optional – dual delivery across linear and digital channels is the baseline, not the future.
- Fan-generated content is an asset, not a threat – structured properly, it adds authenticity and deeper engagement.
- Piracy requires a unified industry response – broadcasters, leagues, and tech platforms must align to protect revenues.
- Rules like the 3pm blackout will not survive unchanged – digital fandom demands access, and leagues will face growing pressure to adapt.
For leagues, clubs, and media companies, the lesson is clear: adapt fan experiences to evolving consumption habits, or risk being left behind by disruptors who already have.
At 365247 Consultancy, we work with leagues, broadcasters, and clubs to navigate the intersection of media, technology, and fan engagement. From broadcast strategy to digital transformation and fan monetisation, we help rights holders future-proof their business models.
If your organisation is exploring how to adapt to shifting media landscapes, let’s connect.
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