The Premier League’s domestic broadcasting future may be locked in until 2029, but new viewership figures suggest a more immediate concern for its current rights holders.
As first reported by The Times, data presented to clubs at their annual general meeting showed average Sky Sports audiences fell by 10% during the 2024/25 season compared to the previous year.
TNT Sports saw a smaller overall decline, though it’s Saturday 12:30pm slot dropped 5%, and midweek rounds saw viewership fall by 17%.
These figures arrive just months before the Premier League’s new four-year domestic broadcasting cycle starts, running from the 2025/26 season through to 2028/29. The deal, valued at a record $9.06bn (£6.7bn), sees Sky Sports and TNT Sports retain the lion’s share of rights, but with some notable changes.
Sky will significantly expand its coverage, airing at least 215 live matches per season. This includes exclusive rights to all Sunday fixtures, most first-pick games and new commitments such as all 10 matches on the final day of the season.
TNT Sports will continue to show Saturday 12:30pm kick-offs and retain two full midweek rounds, totalling at least 52 matches per season.
For the first time, every match outside the long-standing Saturday 3pm blackout will be broadcast live in the UK, a move promising greater accessibility but also adding pressure on broadcasters to maintain audience interest across a wider schedule.
One key departure from the previous cycle is Amazon Prime, which has not retained any live match rights and will exit the Premier League broadcast landscape entirely.
It’s not just UK broadcasters feeling the strain. In the US, where Premier League interest has steadily risen over the past decade, average viewership also dipped during the 2024/25 campaign.
NBC Sports coverage of the Premier League averaged 510,000 viewers per televised match, its lowest in three years and a 6.5% drop from the record-setting 2023/24 season. However, the season was still the second most-watched campaign in NBC’s 12-year history with the league.
The battle for attention
UK and US broadcasters face a clear challenge as viewing habits change. Holding audience attention is becoming harder in sports and entertainment, with the market more crowded than ever.
While the Premier League remains one of the most valuable products in global sport, its ability to deliver exciting storylines is becoming more important to how fans tune in.
The 2024/25 season was a reminder that when title races or relegation battles are settled early, fan interest often fades. With more matches set to be shown under the new rights deal, there will be even more pressure on broadcasters to pick games which matter and keep fans engaged across the whole season.
There is also a question of balance. More live games mean more choice for fans, but they can also lead to fatigue, especially if the biggest matches are played at less popular times or carry less importance.
Broadcasters are already starting to adapt. The league is changing how goal celebrations are broadcast starting from next season, allowing cameramen to enter the pitch when capturing goal celebrations.
Furthermore, Sky has promised to make the final day of the season more of an event by showing all 10 matches live. This move aims to bring back the drama fans expect when everything is still on the line, though it’s out of Sky’s control on which teams go down.
