MAVTV Expands Niche Streaming Play with New Subscription Tiers

MAVTV has announced a significant expansion of its direct-to-consumer streaming platform, MAVTV GO, introducing Standard and Premium subscription tiers that provide motorsports fans with new ways to access live racing and on-demand content. The new plans enable subscribers across the U.S. and Canada to stream all live races aired on MAVTV’s linear channel, as well as exclusive racing events, without needing a traditional cable subscription.

With the Premium plan, priced at $19.99 per month or $199.99 annually, subscribers gain access to some of the world’s most prestigious endurance races, including the Bathurst 12 Hour, Nürburgring 24H, and the 24 Hours of Spa. The plan also includes next-day replays of MAVTV’s original programming, such as Racers Roundtable and On the Rise. The Standard plan, available at $7.99 per month or $79.99 annually, offers 24/7 streaming of the MAVTV channel, including live TV.

MAVTV GO’s launch highlights the growing shift in niche streaming services catering to passionate enthusiast audiences.

“By subscribing to a MAVTV GO Standard or Premium plan, viewers gain unprecedented access to the MAVTV cable experience—without the need for cable—and exclusive live racing they can’t find anywhere else,” said MAVTV President CJ Olivares.

INSIDER TAKE

MAVTV is making a smart play by leaning into niche streaming, a growing trend where passionate fan bases are willing to pay for specialized content they can’t get anywhere else. Motorsports fans—like those who follow combat sports, anime, or niche sports leagues—are often highly engaged and less likely to churn if the content remains exclusive. That’s the pro.

But here’s the challenge: how many subscriptions will consumers actually maintain? The unbundling of cable has led to a flood of streaming options, and as more services launch, even die-hard fans have limits on how many subscriptions they’ll keep. MAVTV’s success will depend on whether motorsports fans see it as a “must-have” rather than just another nice-to-have streaming service.

That said, niche services that offer truly exclusive content—especially live sports—tend to fare better than general entertainment streamers in retaining loyal subscribers. As long as MAVTV GO continues to secure the broadcast rights to high-stakes, must-watch motorsports events, it should carve out a sustainable place in the growing world of niche streaming.