Despite the growing popularity of over-the-top (OTT) services and their advantages for non-mainstream sports, empirical research on the demand for OTT sports content remains limited. Our study addresses this gap, offering detailed insights into substitution effects and nuanced viewer preferences, with a focus on the German volleyball market. Econometric models reveal that, even with the rise of OTT services, fans still prefer watching games on traditional TV platforms when given the choice. The study uncovers intriguing dynamics in volleyball viewership, indicating that OTT viewers of women’s volleyball see men’s volleyball as close substitutes, while only men’s volleyball viewers are negatively affected by overlapping football games. These findings provide valuable guidance for stakeholders navigating the changing landscape of sports media rights and consumer behavior in the digital era.

JEL Codes: L83, D12, Z2