Forecast: Boom in niche sports investment
December 9, 2025
Staff at Hub Entertainment Research have shared their 2026 predictions for the media and streaming industry.
Hub is forecasting increased investment in niche sports, bigger TV/streaming bundles; a push from YouTube onto TV screens; Prime Video improving its content search; and Netflix making a gaming focus – and perhaps absorbing HBO.
A boom in niche sports
“As the rights to top-tier leagues grow too costly for all but the biggest media players, 2026 will see increased investment in mid-tier and niche sports with passionate followings. Expect broader distribution for sports like volleyball and tennis, continued momentum in women’s leagues, and the rise of participant-driven properties such as professional pickleball and cornhole – sports that already attract devoted audiences and are increasingly TV- and streaming-ready,” said Jon Giegengack, Principal and Founder at Hub.
More – and bigger – bundles
“While streaming TV remains the epicenter of consumer ‘subscription overload’, the issue extends far beyond video. As households juggle more paid services, 2026 will bring an expansion of bundles from pay-TV operators and other aggregators such as telcos and Amazon,” suggested
YouTube’s push onto the big screen
“As YouTube continues to grow overall viewing time, 2026 will see a stronger emphasis on driving consumption on TV screens through licensed, long-tail movies and classic TV series. By packaging and promoting familiar titles in ways that appeal to audiences encountering them for the first time, YouTube is poised to extend its dominance beyond short-form and capture more living-room viewing,” offered Jason Platt Zolov, Senior Consultant, Hub.
A-list talent powers Netflix’s gaming breakthrough
“As casual gaming continues to expand, 2026 could mark a turning point for Netflix’s games strategy. With high-profile talent attached to promote and legitimise its titles, Netflix has the opportunity to turn a simple, accessible game into a shared, living-room phenomenon – akin to the cultural moment created by
Prime Video tackles discovery problem
“As frustration with content search and discovery reaches a tipping point, 2026 could see Amazon Prime Video introduce a universal video search experience that spans platforms—including services outside the Amazon ecosystem. By positioning itself as the easiest place to find anything to watch, [Prime Video] stands to become a default viewing hub, with more consumers centralising and managing their subscriptions through [its] interface,” said Mark Loughney, Senior Consultant, Hub.
Netflix absorbs HBO
In a dramatic consolidation move, Netflix could fold HBO’s premium content into its flagship service and rebrand HBO’s linear channels under the Netflix name. Once synonymous with prestige television, the HBO brand would finally meet its demise after more than 50 years—its legacy overtaken by streaming-era scale, successive mergers, and strategic missteps,” suggested Loughney.
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