US Open interest has risen sharply since 2021, but who are the fans?

Interest in the US Open has risen from 13% of all Americans saying they have an interest in the tournament to 18% saying so in 2024. Part of this uptick is likely due to the low base effect caused by the pandemic, which hampered the organization of many sports. For instance, during the same period interest in the NFL has risen from 38% to 45%.

Interest among younger folks is significantly higher than among those aged 45 and above. On average over the past 12 months leading up to July 2024, only 11% and 12% of those aged 45-54 and 55 and over, respectively, say that they are interested in the US Open. This share nearly doubles among those aged 25-34 (20%), while also being relatively higher among those aged 18-24 (18%) and 35-44 (17%).

Men (19%) are nearly twice as likely to say they are interested in the US Open as are women (11%). Looking at the data by income category reveals that higher income Americans are nearly twice as likely as those in the lower bracket to have an interest in the US Open (25% vs 12%). It must be noted that higher interest levels among the more well-off is a common trait across a variety of sports with a few exceptions, but the degree of difference is relatively high for the US Open.

Significant regional variance also exists in the interest levels for the US Open. Consumers in the North East are the most likely to express an interest (18%), although those in the West don’t trail by much (17%). Interest in the South (15%) is sizeable, but numbers drop significantly among consumers in the Midwest (11%).

While demographics can be key to developing a strong understanding of an audience, psychographic data can add a layer of depth. Looking at various variables relating to advertising reveals that US Open fans are far more welcoming of brands that dip their toes in social issues than fans of other sports leagues in the country.

Nearly two-thirds of them say they like to see brands that are willing to get involved in social issues (65%). Smaller portions of NFL (46%), NBA (59%) and MLB (50%) agree with that statement. US Open fans are also more likely to say they enjoy watching ads with their favorite celebs (59% vs 41% NFL fans, 55% NBA, 44% MLB). They are also the most likely to say that they feel they deserve special discounts from sponsors as sports fans – (59% vs 42% NFL, 55% NBA and 45% MLB).

The US Open fans are also more inclined towards betting, YouGov Profiles data suggests. Just under half of them (46%) say “betting helps me feel more engaged with the sports I like”, compared to just 31% of NFL fans and 34% of MLB fans.

Fantasy sports can also act as a medium of greater engagement with sports – 54% of US Open fans say fantasy sports help them feel more connected to their favorite teams, higher than rates observed among other fans.

US Open fans are also the most likely among the all the groups in this comparison to acknowledge that sports betting can be addictive (71% vs 65% of NFL fans, 68% NBA and 67% MLB).

YouGov Global Fan Profiles tracks the size, make-up, attitudes and behaviours of fan bases in just under 40 markets. Data for US Open fans focussed on a sample of nationally representative US adults. Discover everything you need to know about fan bases globally. Learn more about Global Fan Profiles.