Netflix had a very good second quarter, topping Wall Street expectations on its top and bottom lines, and providing guidance for the rest of the year, driven by a slate of popular returning shows. But the question will be, having decisively won the first era of the Streaming Wars, where does Netflix go from here?

After-hours trading following the earnings release sent shares down about $20, or roughly 1.5 percent, though more generally, the company’s stock has skyrocketed a whopping 128 percent over the past year, now at around $1,253 apiece.

Needham & Co. senior analyst Laura Martin, who has a $1,500 price target for Netflix, said on CNBC before the results were released that Wall Street is focused on a couple of key issues going forward: how much the company will spend on content, and whether that will incorporate more live-sports video rights spending.

“I think Wall Street would be okay if they went to $18 billion,” in annual content spending, Martin said. “Where does live sports fit?”

Indeed, that’s a crucial question. Netflix executives have said in repeated earnings calls the past few years that they expected to spend around $17 billion on all their content spending worldwide.

The company’s executives repeated that mantra on Thursday’s earnings Q&A with analysts, suggesting in passing that they were spending closer to $16 billion this year. MoffettNathanson’s Robert Fishman asked about the company’s sports rights acquisition plans now that Formula 1’s deal appears likely to go to Apple’s TV+ platform at a reported $150 million per year.

“Remember that sports are a sub-component of our live strategy,” Co-CEO Ted Sarandos said. “We focus on ownable, big breatkthrough events.”

That includes another year of two NFL games on Christmas Day, the Screen Actors Guild Awards, weekly WWE Smackdown ‘casts, and upcoming combat sports fights and exhibitions.

All of those rights deals “have to make economic sense as well,” Sarandos said, perhaps suggesting $150 million a year for the F1 rights is a bit steep. Current rightsholder Disney/ESPN reportedly had offered a big bump, to close to $100 million, but wasn’t going to try to match Apple’s $3 trillion wallet.

Sports and live events only drew about 200 billion hours hours of viewing, a small number in the vast reaches of Netflix audience data, but Sarandos said “not all view hours are equal,” with sports and other live events helping with audience engagement and watch time overall, and probably with retention in an industry struggling elsewhere with customer churn rates.

So Sarandos said the company is optimistic that it can further drive viewership in 2025’s second half after seeing only 1 percent growth in view time in the first half. The 2025 slate is heavily weighted toward the back half of the year, featuring established hits such as Stranger Things and Wednesday and an already released final season of massive Korean hit Squid Game.

Stranger Things creators the Duffer Bros. have a new show coming, and Oscar-winning writer/director/producer Greta Gerwig is bringing her take on the Chronicles of Narnia. Other likely hits are more seasons of Millie Bobby Brown’s Enola Holmes, the live-action One Piece, The Last Avatar, Lupin, and Berlin.

“We can accelerate our growth with big hits, but that accelerates growth only about 1 percent,” said Sarandos. “It’s about a steady drumbeat of shows and films, and soon games. We had 44 shows nominated for Emmys this year (in last week’s announcements). That’s what quality at scale looks like.”

Netflix has raised prices on its top tier pretty much worldwide in the past year, bumping up revenues while not appreciably denting its industry-leading low churn rate of around 2 percent.

Needham analyst Martin suggested the Street wants to know how Netflix is leveraging its vast oceans of data with generative artificial intelligence tools. It’s a question facing every tech firm, and many not so technical ones too. And it’s further complicated by labor contracts that Netflix and other media companies have signed with the Hollywood guilds that limit the use of AI tools in many creative corners of the business.

Those Hollywood contracts don’t cover what Netflix productions from dozens of other cities around the world, however. Co-CEO Ted Sarandos pointed to a small Argentine production that wanted to incorporate a collapsing building into its story.

Creating the scene with traditional visual effects would have been prohibitively expensive, but the production turned to a set of AI tools developed by Eyeline, the skunk works, er, “production innovation shop” inside Netflix’s in-house visual-effects company, Sarandos said.

“The cost wouldn’t have been feasible on a project with that kind of budget,” Sarandos said, but the AI scene was created 10 times faster, at a dramatically lower cost, and still worked for the creators and the audience. “More importantly, the audience was thrilled. (AI) expands the possibilities on the screen.”

Even with U.S.-based productions governed by the guild contracts, there’s plenty that AI can still reshape, such as better ad-targeting, more relevant program recommendations, and highly specific trailers and thumbnails that pull the elements from a show that a given viewer is likely to most be interested in, said Co-CEO Greg Peters.

The company “has been in the personalization and recommendation business for two decades,” Peters said, but AI will allow it to do a better job, for instance with the ability to use natural-language conversations with the Netflix search engine to more precisely find something to watch.

“We see all the work we do there as a force multiplier,” Peters said. “There’s a bunch of places where we think we have an advantage in terms of data and scale.”

Martin suggested that for many investors going forward, the Walt Disney Co. might be a better bet, as AI opens the spigot of content creation to a vast new ocean of democratized content creation. Disney sidesteps some of that because nearly half its revenues come from its parks and resorts, among other business unites that are impossible to replicate with AI-generated content.

Until recently, the company’s gargantuan content spend didn’t include any live sports or other events for its streaming-only operations. That’s changing rapidly.

That total also didn’t include the legacy theatrical exhibition, broadcast and cable spending that traditional media companies have traditionally relied on to maximize their revenues, all of which are in secular decline.

As a result, one thing is almost certain: the growth Netflix seeks won’t be coming from a big acquisition of one of the Hollywood media companies now trying to figure out their futures. Both Comcast’s NBCUniversal and Warner Bros. Discovery are busy spinning off most of their cable networks and other legacy assets facing structural decline. Paramount is in the throes of an $8 billion acquisition by David Elllison’s Skydance, and Lionsgate just split off its Starz streaming unit.

“We agree that continued consolidation is likely,” said CFO Spencer Neumann. “But within legacy media, we don’t think that materially changes the landscape.”

Netflix has “no interest in owning legacy media networks,” Neumann went on. When the company applies its framework to possible acquisitions, “one of the things we look at is the opportunity cost.” An acquisition, especially in a massively politicized regulatory environment, is likely a distraction from other things the company could do with the money, like buy more programming or returning cash to shareholders with stock buybacks.

Europe Sporting Goods Market

The Europe sporting goods market is experiencing rapid expansion, driven by a growing awareness of health and fitness, increased participation in sports, and rising disposable incomes. The market is projected to increase from US$ 226.5 billion in 2025 to US$ 391.7 billion by 2032, growing at a CAGR of 8.1% during the forecast period from 2025 to 2032. As the demand for sports equipment and apparel continues to rise, the region is witnessing a surge in product innovations, the entry of new players, and the expansion of distribution channels to cater to a more diverse consumer base. This article delves into the various factors influencing the market’s growth, including segmentation, regional insights, and future opportunities.

✅ Overview of the Market, Market Statistics, Key Growth Drivers, and Leading Segment

The European sporting goods market encompasses a wide range of products, including sports apparel, sports footwear, exercise equipment, outdoor sporting goods, and team sports equipment. It is influenced by several factors, such as the increasing interest in fitness and wellness, the growing popularity of outdoor activities, and technological advancements in product design. With the market size projected to reach US$ 391.7 billion by 2032, Europe is poised to see robust growth in both product offerings and consumer demand. The 8.1% CAGR reflects an increasing preference for quality sports goods and a rising emphasis on physical activity across different age groups.

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The demand for sporting goods in Europe is being fueled by several key growth drivers. The health and wellness trend is gaining momentum, with more consumers adopting active lifestyles, which in turn is driving the need for exercise equipment, fitness apparel, and sports accessories. Additionally, the increasing participation in recreational and professional sports further enhances the demand for high-quality sports equipment and apparel. With online retail becoming more prevalent, accessibility to sporting goods has improved, allowing customers from all regions to make purchases with ease. Furthermore, technological innovation in sports products, such as smart wearables, performance-enhancing gear, and eco-friendly materials, is contributing to market growth.

✅ Key Highlights from the Report:

➤ The European sporting goods market is expected to reach US$ 391.7 billion by 2032 from US$ 226.5 billion in 2025.

➤ The market is projected to register a CAGR of 8.1% during the forecast period from 2025 to 2032.

➤ Sports apparel and footwear account for the largest market share within the sector.

➤ Increasing awareness of fitness and wellness is a primary driver of market growth.

➤ The rise in online retail is making sporting goods more accessible to a broader audience.

➤ Smart sports gear and sustainable products are gaining traction among consumers.

📊 Market Segmentation

The European sporting goods market is segmented into various categories based on product type, end-user, and distribution channels. The growth and trends in these segments are critical to understanding the overall market dynamics.

Product Type: The market is divided into several key product categories, including sports apparel, footwear, exercise equipment, outdoor gear, and team sports equipment. Among these, sports apparel and footwear are the largest segments, driven by growing participation in fitness activities and sports leagues. Outdoor sporting goods and exercise equipment have also seen significant growth due to rising outdoor activities and home fitness trends. The increasing popularity of smartwear-clothing embedded with sensors to track fitness metrics-is further expanding the sports apparel segment.

End-User: The sporting goods market caters to various end-users, including individuals, sports teams, and fitness centers. The individual consumer segment is the largest, as people invest in personal fitness and leisure activities. The commercial sector, including gyms, sports clubs, and recreational centers, is also witnessing steady growth due to the increasing popularity of fitness regimes and team sports. Additionally, the demand from professional sports teams for high-end, performance-oriented equipment is fueling the market for premium sporting goods.

📊 Regional Insights

The European sporting goods market has diverse regional trends that contribute to the overall growth of the industry. Understanding these regional dynamics helps in recognizing the key drivers of growth and identifying opportunities for investment and expansion.

Western Europe: Germany, France, and the United Kingdom dominate the sporting goods market in Western Europe. The increasing participation in professional and recreational sports, coupled with high disposable incomes, drives demand for premium sports goods in these regions. Furthermore, the trend toward sustainable products is gaining traction in these countries, with brands focusing on eco-friendly materials and technologies in product development.

Eastern and Southern Europe: In countries like Italy, Spain, and Poland, there is a growing interest in outdoor sports such as cycling, hiking, and running, which is contributing to the demand for outdoor sporting goods. The increase in health consciousness and active lifestyles in these regions has created opportunities for sports brands to offer a wide range of products tailored to individual needs. Additionally, the rise of online retail is boosting access to sports goods across these regions, facilitating the growth of the overall market.

✅ Market Drivers

Growing Health and Fitness Awareness: As consumers become more aware of the importance of maintaining an active lifestyle, demand for sports goods has surged. People are increasingly participating in fitness activities, gym workouts, and recreational sports, which creates a higher demand for exercise equipment, athletic apparel, and footwear.

Technological Innovation: Technological advancements in sports equipment and apparel are contributing significantly to market growth. The introduction of smart sports gear, such as wearables that track performance metrics (heart rate, calories burned, etc.), has attracted fitness enthusiasts. These innovations not only improve the consumer experience but also offer better performance, creating a demand for high-tech sporting goods.

Expansion of Online Retail: The rise of e-commerce platforms is a crucial driver for the European sporting goods market. Consumers can now access a wider variety of products and brands online, with the added convenience of doorstep delivery. The ease of online shopping is expanding the reach of sporting goods brands beyond physical store locations, particularly in smaller cities and rural areas.

✅ Market Restraints

Economic Uncertainty: Economic downturns and political instability in certain European countries could hinder consumer spending on non-essential items, including sporting goods. A reduction in disposable income and changes in consumer behavior could pose challenges to market growth, especially for premium and high-end products.

Intense Competition and Price Sensitivity: The sporting goods market in Europe is highly competitive, with a large number of local and international brands vying for market share. While consumers have access to a wide range of products, price sensitivity remains an issue. Many customers look for affordable alternatives, particularly during economic downturns, which can reduce the profitability of brands offering premium products.

Supply Chain Disruptions: The sporting goods industry is reliant on global supply chains, and disruptions-whether due to geopolitical tensions, pandemics, or trade barriers-could affect the timely production and delivery of goods. These disruptions can lead to product shortages, delays in launching new products, and higher operational costs.

✅ Market Opportunities

Sustainable Products: As consumers grow more environmentally conscious, the demand for sustainable sports goods is on the rise. Companies that focus on eco-friendly materials, recyclable packaging, and energy-efficient manufacturing processes will have a significant advantage in the market.

Rise in Adventure and Outdoor Sports: The increasing popularity of outdoor and adventure sports such as mountain biking, skiing, and kayaking presents a lucrative opportunity for brands specializing in outdoor gear and apparel. The shift towards outdoor fitness is particularly strong in regions with access to nature, such as the Alps or Scandinavia, providing brands with opportunities for innovation and targeted product development.

Expansion in Emerging Markets: Eastern European countries and emerging economies within the European Union represent an untapped opportunity for market growth. As the middle class continues to expand in these regions, disposable incomes rise, and the demand for sporting goods increases. Companies looking to expand their footprint can benefit from targeting these fast-growing markets.

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👉 Reasons to Buy the Report:

✔️ Comprehensive Market Forecast: Gain valuable insights into market trends, projections, and growth patterns over the next decade.

✔️ Understanding Consumer Behavior: Learn about evolving consumer preferences and how they impact product development in the sporting goods industry.

✔️ Competitive Landscape: Analyze the key players in the market and their strategies for gaining market share.

✔️ Market Segmentation: Detailed breakdown of market segments by product type, end-user, and geography to guide your business strategy.

✔️ Investment Insights: Identify key regions and market segments that present lucrative opportunities for expansion and investment.

📌 Key Players

✦ Nike, Inc.

✦ Adidas AG

✦ Decathlon S.A.

✦ Under Armour, Inc.

✦ Puma SE

Recent Developments:

■ Nike recently launched a new range of sustainable sports shoes, manufactured using recycled materials.

■ Decathlon expanded its retail network in Eastern Europe to tap into emerging markets and meet the growing demand for sports goods.

The Europe sporting goods market is on a strong growth trajectory, fueled by changing consumer behaviors, increased health awareness, and a greater focus on sustainability. With emerging opportunities in both established and growing markets, industry players have the chance to capitalize on evolving trends and meet the diverse needs of consumers across the continent.

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About Persistence Market Research:

At Persistence Market Research, we specialize in creating research studies that serve as strategic tools for driving business growth. Established as a proprietary firm in 2012, we have evolved into a registered company in England and Wales in 2023 under the name Persistence Research & Consultancy Services Ltd. With a solid foundation, we have completed over 3600 custom and syndicate market research projects, and delivered more than 2700 projects for other leading market research companies’ clients.

Our approach combines traditional market research methods with modern tools to offer comprehensive research solutions. With a decade of experience, we pride ourselves on deriving actionable insights from data to help businesses stay ahead of the competition. Our client base spans multinational corporations, leading consulting firms, investment funds, and government departments. A significant portion of our sales comes from repeat clients, a testament to the value and trust we’ve built over the years.

This release was published on openPR.

Capitalizing on an Exponential Increase in Demand, the Marketplace delivers up-to-the-minute inventory access and curation capabilities

REDWOOD CITY, Calif., July 17, 2025 (GLOBE NEWSWIRE) — PubMatic (Nasdaq: PUBM), the independent technology company delivering digital advertising’s supply chain of the future, today launched an AI-powered Live Sports Marketplace that enables advertisers to target specific game moments across streaming platforms in real-time. This breakthrough proprietary technology analyzes live game data, offering granular event-level curation and real-time access to premium live sports ad inventory.

The Live Sports Marketplace launches with FanServ as its premier partner, providing immediate access to premium NBA, WNBA, MLB, NHL and National Women’s Soccer League inventory, including exclusive local programming for the Minnesota Twins, Colorado Rockies, and Cleveland Guardians. This partnership is a pivotal step in unifying and expanding access to premium live sports inventory across the digital ecosystem.

“FanServ was built by fans, for fans, and now, with PubMatic, we’re redefining how brands reach and engage fans through programmatic sports advertising. This partnership is about more than just access, it’s about precision and possibility,” stated Brad Friedman, CEO of FanServ. “By combining FanServ’s deep sports expertise with PubMatic’s unique event-level curation, we’re empowering brands to connect meaningfully at the exact moments that matter most, across every platform they love,” added Ben Goodfriend, VP of Demand Partnerships.

The Live Sports Marketplace launches with substantial momentum, building on PubMatic’s sports advertising business where live sports activity has more than tripled in the first half of 2025 compared to the same period in 2024. The company exceeded its entire 2024 live sports activity in just the first six months of 2025, positioning it to more than double last year’s performance and demonstrating explosive market demand for precision-targeted live sports solutions. Beyond FanServ’s premium inventory, the marketplace provides unified access to major publishers including MLB, FuboTV, DirecTV, Spectrum Reach, and Roku, and covers comprehensive sports content from major leagues (MLB, NBA & WNBA, NHL, MLS) to alternative sports (surfing, pickleball, MMA, FIFA, NASCAR & F1, tennis, golf, cricket) and NCAA college athletics. The company has recently monetized CTV inventory for the official FIFA Club World Cup, which took place from June 19 to July 17.

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