Roku Makes Watching Champions League & Liga MX Easier: Streamline Your Viewing Experience!

“You no longer need to search where a game will be broadcasted. Just visit the sports zone, select the game you want to watch, click on it, and it will first tell you if it’s available on free channels; second, if it’s included in your current subscriptions; and if not, which app you need to watch it, offering you the option to subscribe in less than 30 seconds through our platform,” said Luis Bahena, Roku’s country manager in Mexico, in an interview.

The sports streaming market is seeing rapid growth worldwide, driven by changes in consumer habits and an increasing demand for personalized experiences.

Globally, platforms like DAZN, ESPN+, Amazon Prime Video, Apple TV+, and Paramount+ are investing in acquiring rights to key leagues and events to attract audiences who appreciate flexibility and live, high-quality content. This phenomenon has led to fragmented access to sports content, forcing fans to subscribe to multiple services to follow their favorite teams.

“We get frustrated as users. Sometimes you want to watch a game and suddenly find out it’s only available on ViX, not Prime. This is what we want to avoid with this content hub,” Bahena added.

In Mexico, the situation is similar. According to Nielsen, soccer, which accounts for over 80% of sports viewership in the country, has led platforms like ViX, Claro Sports, and Fox Sports to compete for exclusive broadcasting rights to Liga MX, the NFL, or the NBA, while platforms like Roku aim to simplify access to these contents.

This diversification presents both business opportunities and challenges for platforms, which need to ensure robust streaming and appealing user experiences in an increasingly competitive market. Bahena also highlighted this as a strength of the platform, noting that they have agreements with both streaming services and traditional broadcasters to ensure quality transmission.

“We have teams based in Mexico City working with apps, whether here or in the United States, to ensure that we can retransmit clearly and effectively on a device,” the executive explained.

The sports zone will launch in July, coinciding with the start of the NFL season. In August, basketball and other sports will be added, with the goal of progressively including more sports and preparing both audiences and partners for the Soccer World Cup, according to Bahena.

Comcast Advertising data shows that on average, households spend 23 hours per month watching live sports, which represents a significant portion of the total viewing time users spend on streaming.