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Netflix is a major subscription-streaming company in Asia-Pacific, and rivals are using live sports to compete with it. But the available evidence does not establish that Asia’s sports arena is worth $6 billion. The figure circulating with this story comes from several different measurements, none of which describes the total value of sports rights or sports streaming across the region. Netflix’s position is real, its sports moves are selective and country-specific, and the $6 billion number needs its original source before it can be repeated.
What Netflix’s regional share actually measures
The most concrete Netflix figure comes from S&P Global Market Intelligence’s analysis of the Netflix-Warner Bros. Discovery deal, published January 13, 2026. It estimates that Netflix contributed roughly 17% to 18% of total subscription-streaming revenue across major Asia-Pacific markets. Mainland China is excluded from that estimate, and the examples in the report concern South Korea, Japan, India and Singapore, so the figure should not be extended to every Asian market.
That number describes Netflix’s share of subscription revenue. It does not measure how much Netflix spends on sports rights, and it does not size an “Asia sports arena.” A company can hold a large share of streaming subscriptions while owning almost no live sports, and that is largely the situation the report describes.
How rivals are using live sports
S&P Global says major competitors have turned to live sports and ad-supported subscription models as Netflix’s growth moderated in some key markets. The examples are specific to each country and should be read that way.
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South Korea: TVING and the KBO
The report cites TVING’s exclusive carriage of Korea Baseball Organization (KBO) games alongside ad-supported subscription tiers. Exclusivity here means TVING holds the rights for that league in its territory; it does not mean the league is unavailable elsewhere in the form viewers may already know.
Japan: Prime Video, MLB and Netflix’s World Baseball Classic rights
In Japan, the report points to Prime Video’s expansion tied to Major League Baseball content. It also notes that Netflix held exclusive rights to the 2026 World Baseball Classic in Japan. Those rights are event-specific, so a Netflix sports deal in Japan does not imply a general Netflix sports package there.
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India: cricket is not a simple Netflix contest
It is tempting to frame India as Netflix against cricket. S&P Global says Netflix India did not hold rights to the must-watch cricket competitions it discusses. Netflix’s activity there included cricket documentaries and exclusive streaming rights to WWE content with Hindi commentary. The competitive picture in India is therefore about rights to different kinds of content, not a single head-to-head battle over cricket.
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The Associated Press reported on February 26, 2026 that the Premier League planned to launch Premier League Plus in Singapore, with the league selling directly to customers rather than only through a broadcast partner. League chief executive Richard Masters framed the move as a way to build a business and learn how direct-to-customer work operates: “For the first time the Premier League is going to have its own customers. It’s going to have to deal with promotion, pricing, churn, distribution, all of those things, we’re looking to build a business.” He also said the league was looking to learn “how that might be replicated all around the world.” Replication elsewhere was presented as a conditional question, not a commitment. Check the launch status before relying on it, since the report describes a planned launch.
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Tracing the $6 billion number
Several figures near the $6 billion mark circulate in coverage of this topic. They measure different things and cannot be combined or substituted for one another.
| Figure | What it measures | Source and date | Does it size Asia’s sports market? |
|---|---|---|---|
| Roughly 17% to 18% of subscription-streaming revenue | Netflix’s share across major APAC markets excluding mainland China | S&P Global Market Intelligence, January 13, 2026 | No. It is a subscription-revenue share. |
| About $6 billion | Value of one league’s five-year IPL media-rights cycle | The Economic Times cricket-economy coverage, 2025 | No. It is one league’s historical rights figure. |
| More than $6 billion by 2028 | Forecast for APAC premium video advertising | Media Partners Asia report catalog, date as cited in the catalog | No. It covers advertising, not sports rights. |
| $6.6 billion APAC annual recurring revenue | Combined recurring revenue for a proposed Netflix-Warner Bros. Discovery combination | Media Partners Asia, reported by Variety, December 8, 2025 | No. It describes a combined entertainment business. |
| $16.2 billion APAC commercial sports economy in 2026 | Commercial sports economy, with rights fees growing 1% to 2% a year | Media Partners Asia report, as summarized in a Yahoo Sports result in 2026 | Broader scope, but not verified against the full report. Treat as secondary. |
The $6 billion figure in the headline is therefore unresolved. Before it is repeated, the original report or commissioning brief should confirm the year, geography, currency and definition. Without that, the safest accurate statement is that rivals are competing for Asian viewers with live sports in specific markets, and that the size of the regional sports market has not been established by the sources reviewed here.
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Where can I watch live sports in Asia?
There is no single regional service that carries sports across Asia. Rights are sold market by market and often event by event, so the useful question is always country plus sport plus season. To check availability:
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- Check the rights holder’s own app or website for that territory, since carriage and exclusivity can change between seasons.
- Confirm whether the coverage is live, highlights-only, or documentary and library content. These are often sold separately.
- Check whether the service is subscription-only, ad-supported, or sold as part of a bundle with a partner.
- Look up the current season’s schedule before subscribing, because the sources reviewed describe rights that were dated to 2026 or earlier.
The evidence supports a clear conclusion: Netflix and its rivals are competing for Asian viewers, and live sports is one of their tools, but the arrangements are selective and local. Treating the region as one sports market, or treating one $6 billion figure as its size, goes beyond what the reporting establishes.
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- 4K streaming made simple:With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- 4K picture quality: With Roku Streaming Stick Plus, watch your favorites with brilliant 4K picture and vivid HDR color.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
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