Involved Connected Audience Spring 2025 Report: Sports Viewer

Involved Connected Audience is back with a new report on sports viewership.

To help our brands develop the most effective strategies, Involved Media recently conducted a survey of over 1200 respondents in December 2024, focusing on Sports Viewership in the United States. They asked people about their sports viewing habits across Streaming Video and/or Linear TV.

Key findings from this portion of the study video provide insights into ways in which fans consume sports content.

Key Findings Uncovered:

- - How are the combination of traditional and digital platforms shaping the modern sports viewing experience?
  - What does the demographic composition of various sports fan bases look like?
  - What role has sports played in influencing the current state of television and streaming?

Highlights from the US Streaming Video Study

- - The NFL dominates US viewership with 79% of respondents following it.
  - 90% of sports viewers use at least one SVOD
  - 61% of sports viewers use all three of the following: SVODs, AVODs, and Linear TV.
  - Betting is most popular among those aged 18-34 (69%), followed by 35-49 (59%), 50-64 (34%), and 65+ (13%).
  - Younger age groups (18-34 and 35-49) show a clear preference for streaming services,
    - Older age groups (50-64 and 65+) prefer broadcast/cable and hybrid setups.