The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up—and 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data.

But churn remains a mixed bag: While 51% of viewers who subscribe to watch sports cancel after a specific season, 7 out of 10 who are very likely to subscribe this season will keep subscriptions year-round.