Against a background of rapid acceleration in spend on content by subscription-OTT platforms, this presentation will explore the increasingly prominent value of live sports content within the wider streaming wars. We hear about the evolution of the different sports streaming models, from the direct-to-consumer platforms of sports bodies to general entertainment services, and the way in which these players are shaping the global sports rights landscape. Will streaming services continue to increase their share of total sports rights spend as consumer habits evolve?