Scripps Capitalizes on 25% Viewership Growth with New Channel
The E.W. Scripps Company (NASDAQ: SSP) is launching its Scripps Sports Network (SSN) on March 24, 2026, a 24/7 free, ad-supported streaming television (FAST) channel designed to meet rising demand for live sports. The move directly follows a 25% increase in combined viewership for the National Women's Soccer League (NWSL) and Women's National Basketball Association (WNBA) on its ION network in 2025. The new channel will be widely distributed at launch on services including The Roku Channel, Samsung TV Plus, and Amazon Prime Video.
The launch signals a strategic expansion of Scripps' sports division, building on proven audience growth. "Our recent live sports streaming growth tells us that fans are hungry for more," said Brian Lawlor, president of Scripps Sports. The network is positioned to leverage existing sports rights and forge new league partnerships, with a strong emphasis on expanding the company's footprint in women's sports.
Network Features 100+ Live Games, Backed by State Farm
Scripps Sports Network will debut with a robust programming slate featuring over 100 live events annually. The schedule is heavily weighted toward professional women's sports, including games from the Professional Women's Hockey League (PWHL), National Women's Soccer League (NWSL), and Major League Volleyball (MLV). The network also plans to broadcast over 100 hours of WNBA content alongside original series and sports documentaries.
Underpinning the free-to-consumer model, State Farm has signed on as the network's foundational advertising partner. The insurer's early investment reflects a commercial strategy centered on the growing influence of women's sports.
Investing in women’s sports isn’t just the right thing to do – it’s good for business and it elevates athletes, inspires fans and creates meaningful opportunities that strengthen communities nationwide.
— Baldwin Cunningham, Head of Media and Partnerships at State Farm.
Scripps Bets on Free Content as Subscription Fatigue Mounts
The launch of SSN represents a calculated move to capitalize on growing consumer resistance to paid streaming services. By offering premium live sports without a paywall, Scripps is positioning itself as a valuable alternative in a crowded market. This strategy extends Scripps' existing portfolio of FAST channels, including ION, Bounce XL, and Scripps News, betting that accessibility will drive long-term value.
"Consumers are exhausted by subscription," explained Brian Norris, Scripps’ chief revenue officer. "In that environment, the content you can access without friction, live sports, trusted news, original entertainment, becomes the scarce commodity." This approach aims to attract both viewers and advertisers seeking to connect with engaged audiences outside of costly subscription plans.
