Streaming platforms are investing heavily in live sports rights, hoping that real-time events keep subscribers from canceling between seasons of scripted shows. Executives said sports also boosts advertising revenue because viewers tend to watch live.

Fans may face a more fragmented landscape, with different leagues spread across multiple services. Some platforms are experimenting with bundled packages and limited free-to-watch windows to grow audiences.

Analysts said the biggest unknown is pricing power: rights costs have surged, and platforms must balance subscriber growth with profitability.