Sports may struggle to match TV engagement on streaming, Barclays says
Shift towards streaming will likely make it tougher for sports to sustain engagement at levels comparable to television, Barclays says
Live sports on traditional TV create a shared, synchronized experience that shapes how people watch at same scheduled time — brokerage
But streaming offers more personalized choice and makes distraction easier, with more ways to interact and engagement-level shifts — brokerage
Barclays says streaming can boost awareness, but "Drive to Survive," a docu-series on Formula 1, was successful not just because it was on Netflix NFLX.O
Adds, NFLX's global reach can rescue TV shows, but most sports are local, so global distribution adds little engagement vs engagement of hits like "Stranger Things" and "Friends"
Soccer, cricket, and WWE are more global, but sports economics skew to the U.S., which generates about half of global sports media revenue — brokerage
Disney DIS.N could benefit the most from sports streaming via cross-sell through a Disney+ and Hulu bundle
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