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Sports broadcasting is undergoing a seismic shift, with global audiences consuming live events in new and diverse ways. From multi-screen viewing to the rise of social media engagement, modern sports fans are more connected—and selective—than ever before. 

According to our recent research, conducted in partnership with , sports audiences are adapting to new technologies and media formats at an unprecedented rate. These behaviour shifts present challenges and opportunities for broadcasters and rights holders. 

Here are some of the most compelling statistics from our latest research and what they mean for the future of live sports production. 

5 Key sports audience statistics you need to know 

1. Traditional TV is still dominant—but digital platforms are closing in  

While 64% of sports fans still prefer watching on television, mobile and tablet viewership is growing fast. In Ireland, 31% of fans now tune in via smartphones, with 28% in the UK following the same trend. 

For broadcasters, this means investing in adaptive content distribution strategies, ensuring that broadcasts are delivered across multiple platforms and devices without sacrificing quality. 

2. Social media engagement during live sports varies widely by region 

• 47% of Irish viewers browse social media while watching live sports 
• 15% of German viewers engage with social media during a broadcast 
• 39% of UK sports fans browse social media for event-related content 

The UK and Ireland lead the way in using social platforms to enhance their viewing experience, while Germany and France remain more focused on the broadcast itself.

3. Multi-screen viewing is now the norm  

Sports fans today don’t just watch one event at a time: 

• 17% of viewers across Europe watch multiple sports broadcasts simultaneously. 
• With homes now equipped with multiple devices and screens, broadcasters must optimise content for dual and split-screen experiences, providing real-time goal alerts, live stats, and interactive features alongside the linear feed.

4. Younger audiences want enhanced graphics and real-time data 

• 48% of 18–34-year-olds want more on-screen statistics and overlays.
• 61% of French sports fans aged 18–34 want behind-the-scenes content. 
• 55% want additional camera angles to enhance the viewing experience. 

This demand reflects the increasing gamification of live sports, with fans expecting real-time analytics, player tracking, and interactive features similar to those found in video games. 

5. The power of social sharing in sports broadcasting 

Modern sports fans are not just passive viewers—they are active participants in the conversation: 

• 31% of European viewers message friends and family about the game while watching. 
• A growing number of fans in Ireland (39%) and the UK (32%) actively browse social media for event-related content. 

To capitalize on this, broadcasters should integrate shareable highlights, graphics, and real-time social feeds into their coverage. 

What these trends mean for sports broadcasters 

1. The rise of digital-first sports consumption 

Live sports are no longer confined to linear broadcast channels. With streaming services like Amazon Prime securing Champions League rights and Apple TV offering MLS games, digital platforms are now major players in the industry. 

2. Interactive, data-driven broadcasts will drive engagement 

Sports fans expect more than just live footage—they want real-time stats, analytics, and visual enhancements. Investing in AR/VR overlays, data-driven live graphics, and alternative camera angles can enhance the viewing experience. 

3. Social media integration is key to audience retention 

With nearly half of young sports fans browsing social media during broadcasts, broadcasters should embrace second-screen engagement strategies, such as: 

• Live social media polls 
• Interactive Q&As with analysts
• AI-generated highlight clips for instant sharing

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 Statistics Report, packed with insights on: 

• The most-watched sports across Europe 
• Generational differences in sports consumption
• How betting influences live viewership 
• Future trends shaping sports broadcasting 

Download the full research here and stay ahead of the game 

The modern sports viewer is more connected, engaged, and demanding than ever before. By understanding these audience trends, broadcasters, brands, and sports organisations can refine their strategies to create immersive, interactive, high-impact live sports experiences. 

Stay tuned for more insights into the future of sports broadcasting—because the way we watch sports is changing fast.