A recent study by Hub Entertainment Research reveals a dramatic shift in how sports fans consume live games. The "What's the Score?" survey of 3,753 U.S. sports fans, conducted in December 2024, shows a remarkable rise in streaming as the preferred platform for sports content.
The results indicate that 69% of fans watched at least some live games on subscription video-on-demand (SVOD) services, a figure nearly matching those who watched on broadcast networks (66%) and cable channels (63%). This represents a significant change from the previous year, where traditional television held a larger market share. Even more significant is the growth of streaming as the primary viewing platform. While only 23% considered streaming their first choice in 2023, that figure jumped to 30% in 2024, rivaling cable (31%) and broadcast (29%).
The study further highlights that younger and minority audiences are leading this transition. Among fans under 35, almost half (48%) subscribed to a streaming service specifically for sports, compared to only 29% of those over 35. Hispanic (46%) and Black (38%) fans were also more likely to subscribe for sports than white viewers (33%).
Beyond live events, social media has emerged as the dominant source for sports highlights, clips, and news. A significant 62% of fans obtain at least some non-live content from social media, with 27% relying exclusively on these platforms. For younger fans (18-34), this figure is even higher, with 42% reporting receiving "all" or "most" of their sports content from social media. Furthermore, 41% reported increased social media consumption related to sports over the past year, while only 10% reported decreased usage.
Jon Giegengack, principal at Hub and a study author, noted that the shift to streaming in sports is happening at a faster pace than that seen with 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.”