Nine out of 10 sports fans now use at least one streaming service to watch live sports events

US Sports Streaming Viewership Rises Steadily

Source: (1) eMarketer, USA, 2023; (2) GWI, FY 202

Trade magazine The Current reports that streaming has increased steadily among sports fans, anticipating that 74% of viewers will watch via CTV in 2026, up from just 22% in 2019.   

How Different Generations Watch Live Sporting Events

mntn research | Source: Harris Poll / Sportico

According to MNTM Research, viewership skews younger generationally, with a Sportico and Harris Poll finding that Millennials (ages 25-39) and Gen Z (25 and younger) prefer streaming services over broadcast television for live sporting events.

How Much of Your Non-Live Sports Content Do You Get from Social Media? 

Source: Hub Entertainment Research

Social Media also plays an important role in sports viewing. Similar to other content, social remains the king of highlights, clips and news. Hub’s “What’s the Score?” survey found that almost two-thirds (62%) of sports fans get at least some of their non-live sports content from social media, and more than a quarter (27%) get all of their non-live content that way.

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