Netflix expands live sports strategy to combat subscriber churn

Netflix is intensifying its pursuit of live sports rights as a strategic move to reduce subscriber churn and bolster its advertising business. The streaming giant recently acquired the rights to all 104 matches of the 2030 World Cup in Spain, following its acquisition of North American rights for the next two women’s World Cups.

Industry analysts suggest that live sports provide a reliable way to maintain year-round engagement, preventing the subscription cancellations often seen after scripted series conclude. Beyond FIFA rights, Netflix is reportedly part of a group competing for the US rights to the 2030 and 2034 men’s tournaments, a package estimated to be worth up to $4 billion.

As subscriber growth slows in mature markets, speculation has emerged regarding potential acquisitions to secure long-term sports portfolios. Some analysts have suggested that Netflix could eventually target NBCUniversal to gain access to its extensive sports contracts, particularly as the company faces competition for viewing time from platforms like YouTube.