STREAMING
How bringing betting and audiovisual closer together is driving betting turnover for operators
and creating immersive experiences for customers Erich Zach, VP Audiovisual at Sportradar outlines how streaming is driving benefi ts for both operators and their customers.
s the betting industry heads towards the maturation of several regulated markets, the role of technology, data, and innovation in driving sustainable growth becomes ever more critical. Cutting-edge streaming services are now seen as strategically important in elevating fan engagement and being a crucial differentiator for operators looking to captivate audiences, create immersive betting experiences and deliver customer retention.
A
YouGov’s 2024 Bettor Research in the US market shows that, when asked about the importance of specifi c in-app sportsbook features, 69% of 35-44-year-olds placed importance on ‘streams live sports in the app’. This fi gure rose to 71% among 25-34-year-olds. Furthermore, 31% of current sports bettors aged 25-34 were ‘much more likely’ to use a betting site or app offering a streaming service, increasing to 36% for age range 35-44.
MAJOR OPPORTUNITY
At Sportradar, we view this evolution as a major opportunity. Embedding live sports streaming directly into regulated betting platforms delivers a richer, seamless experience aligned with modern consumption habits. Users can watch live games, access real-time statistics, and make data-informed decisions – all within one ecosystem. For operators, this integration is a powerful retention tool, boosting engagement and offering a more complete customer journey. During the past 12 months, Sportradar has successfully rolled out 29,000 new streaming events across 14 sports – and among them, approximately 3,000 ATP Challenger Tour matches. The rollout for tennis, as one of the most popular sports for betting, also included streaming rights to Wimbledon, Roland Garros and US Open Grand Slam tournaments, complementing our existing ATP portfolio. To support operators’ understanding of how streaming impacts their key commercial metrics, we conducted research into the tennis experience, and the results are persuasive.
Our analysis of more than 220,000 ATP streaming sessions across a selection of Sportradar’s 200+ AV clients across 2024 and 2025 found: • Year-over-year betting turnover from streamed events trebled in multiple months
• Increases in: – average stake;
– customer retention; and – profi t per user.
22 NOVEMBER 2026 GIO
Insights from our analysis suggest that live streaming is shifting from being a ‘nice to have’ towards becoming an essential feature for growth-focused operators.
Simply put, customers who regularly watch live streams within a sportsbook return more frequently and spend longer engaging with sportsbook content. Streaming keeps customers within an operator’s ecosystem for longer, which creates more opportunities both for repeat betting and for long-term retention.
The study showed the most impact through betting-turnover statistics. While July and August 2025 saw big turnover gains in non-streamed events (80% and 32% respectively), these were completely outstripped by the returns in streamed matches. Gains across September, October and November from streamed events were coupled with mild decreases in turnover from non-streamed matches. This might suggest that punters are more drawn towards sites or apps offering streamed events where they can actually watch the action.
REVENUE-PROTECTION
If that is the case, then adopting streaming becomes not only a growth driver but also a revenue-protection mechanism.
Additionally, the data show that streaming content becomes the bettor’s natural home. It is extremely rare for any punter not to place at least one bet while watching a stream. We defi ned streaming users as those who had watched at least one stream for at least 60 seconds. And 99% of them placed a bet while watching streams, with
the average tickets per user rising 5.5 times.
The research also demonstrated the positive effect streaming has on customer retention. Across the period analysed, churn among non- streaming users was above 50%, while for streaming users it remained below 25%.
As the ATP tournaments close out the rest of the year in Italy with the ATP Finals in Turin and NextGen ATP Finals in Reggio Calabrio, interest from bettors in streamed tennis content is sure to remain high. The range of streamed events also continues to expand, providing operators with an opportunity to increase betting turnover for different sports preferences while offering customers an immersive experience through best-in-class streaming products.
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