How age and fan preferences shape sports media consumption
With sports fans spanning generations and supporting various leagues, media consumption patterns vary widely. While live TV still commands the largest share across most demographics, younger audiences and fans of certain leagues are increasingly gravitating toward digital platforms like social media, streaming, and apps. Let’s dive into how age groups and league fandom influence sports media consumption.
Sports Media Consumption by Age
Live TV remains the primary medium, with 67% of US adults tuning in. However, usage is highest among 65+ adults (82%) and lowest among 18-29-year-olds (54%).
Younger consumers are markedly more likely to favor social media (62%) and mobile apps (39%), while older consumers show little interest in these platforms (16% for social media, 12% for apps). It is worth making special note of the fact that youngsters are more likely to follow sports on social media than on any other medium.
Online live streams and highlights appeal to 40% of younger adults, but drop to just 20% among those 65+. Traditional formats like radio and newspapers remain niche but resonate more with older audiences.
The middle-aged group (those aged between 30-44) are among the most likely to watch sports out of home, either at a bar or restaurant (23%) or in other people’s homes (23%).
Sports Media Consumption by League Fans
The NFL stands out for its reliance on traditional formats, with 71% of fans watching live TV and 43% sticking with TV highlights. MLB fans (69%) also lean toward live TV, and also show higher engagement with radio (24%) and newspapers (17%) than other sports enthusiasts.
In contrast, while NBA and NHL fans are also more likely to catch up with sporting action on live television, they also exhibit more digitally-oriented behavior. Half of NBA fans (51%) and 46% of NHL fans engage with sports through social media. Both leagues see 38% of fans using live streams, indicating a growing shift toward online platforms. Mobile apps are also popular among NBA fans (35%), while NHL fans (33%) prefer a mix of apps and online highlights (36%).
Brands and media outlets need to align content delivery to meet these distinct audience preferences for effective engagement.
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