A recent study by Hub Entertainment Research reveals a significant change in how sports fans consume live games. The “What’s the Score?” study, surveying 3,753 U.S. sports fans in December 2024, shows a remarkable rise in streaming platforms' popularity.
The study found that 69% of fans watched at least some live games on SVOD services, a figure almost matching broadcast (66%) and cable (63%). This represents a major shift from the previous year when traditional TV dominated. More impressively, streaming is becoming the primary platform for a growing number of fans.
While only 23% chose streaming as their first option in 2023, that number jumped to 30% in 2024, nearing cable (31%) and broadcast (29%). Younger and minority audiences are driving this change. Among fans under 35, nearly half (48%) subscribed to a streaming service specifically for sports, compared to only 29% of those over 35. The study also shows that Hispanic (46%) and Black (38%) fans were more likely to subscribe to streaming services for sports than white viewers (33%).
Social media's influence is also considerable. 62% of fans get some non-live sports content from social media, with 27% relying entirely on these platforms. This trend is even more pronounced among younger fans (18-34), with 42% getting “all” or “most” of their sports content from social media. A significant 41% reported increased social media consumption for sports, while only 10% reported a decrease.
Jon Giegengack, principal at Hub and study author, highlighted the accelerated shift of sports to streaming compared to scripted television. “It took several years before viewers considered Netflix the equal of ‘must-see TV’ on broadcast or cable,” Giegengack said. “But as more big events moved to streaming over 2024, fans have been quickly convinced that streamers will deliver the experience they want. As more high-profile properties move online – like NBA games on Amazon or the Super Bowl on Tubi – young fans will grow up with streaming platforms as the ‘home’ of their favorite sports.”