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Our latest research into sports audiences’ viewing habits reveals a fundamental shift in how fans consume live sports. No longer confined to linear television, sports consumption is increasingly shifting towards digital platforms, interactive content, and social media-driven engagement.  

Broadcasters, leagues, and rights holders must embrace these shifts or risk losing relevance in an era where fans demand more than just live footage—they crave immersive, data-driven experiences. 

Download the complete research report on sports audiences’ viewing habits here. 

Digital-first sports consumption is the new norm 

Traditional TV remains a stronghold in the sporting world, with 64% of fans still preferring television for live events. However, the rapid rise of mobile streaming and digital-first viewing is reshaping the industry.

For sports broadcasters, this shift is both a challenge and an opportunity. The challenge lies in adapting distribution strategies to an audience that expects flexibility, accessibility, and high-quality content across multiple screens. The opportunity? Digital-first experiences open new revenue streams through targeted advertising, interactive sponsorships, and direct-to-consumer subscription models. 

The power of real-time data and enhanced visuals 

One of the most compelling developments in modern sports broadcasting is the demand for real-time statistics, advanced graphics, and more camera angles. Younger audiences, particularly those aged 18–34, overwhelmingly favour broadcasts that incorporate overlaid statistics and graphical enhancements to enrich their viewing experience. 

This reflects a broader trend: sports broadcasting is becoming increasingly gamified, taking inspiration from esports and video game interfaces. Features such as player tracking, AI-driven insights, and augmented reality overlays enhance the storytelling element of live sports, keeping fans engaged beyond the basic play-by-play coverage. 

For broadcasters, investing in data-driven storytelling isn’t just a value-add—it’s an imperative. Those who leverage AI-generated insights and real-time performance analytics will differentiate themselves in a crowded content landscape. 

Social media: The second screen experience 

Fans of sport are increasingly active participants in the conversation. Social media plays a crucial role in audience engagement, with 47% of Irish viewers browsing social platforms during live sports. Many fans in the UK and Ireland discuss the game in real-time through messaging apps or public social feeds. 

This has significant implications for sports broadcasters. A well-executed second-screen strategy—integrating live social media polls, interactive Q&As, and AI-generated highlight clips—can drive deeper audience interaction, increase engagement and viewing time, and create opportunities for sponsored engagement.  

The road ahead for sports broadcasting 

The future of sports broadcasting belongs to those who can seamlessly blend linear and digital-first distribution, interactive content, real-time analytics, and social media engagement. Broadcasters who resist these changes may struggle to maintain relevance, while those who embrace innovation will likely capture the next generation of fans of sport. 

Download the full report: A Definitive Guide to the Modern Sports Viewer 

These statistics only scratch the surface of how sports audiences are evolving. For a deeper dive into the data, download our exclusive Sports Audience Research, packed with insights on: 

• The most-watched sports across Europe 
• Generational differences in sports consumption 
• Future trends shaping sports broadcasting 

Download the full guide here for free and stay ahead of the game.