Parks Associates' new research report, Streaming Sports: The Fan Experience, finds that younger sports fans are significantly reshaping the way sports content is consumed, favoring highlights, social media engagement, and interactive features over traditional live broadcasts.
According to the study, while the vast majority of sports viewers age 55+ watch at least one full live game per week, only 70% of viewers aged 18–24 do the same. Meanwhile, 40% of sports viewers under 35 now consume sports content through social media platforms, compared to just 13% of viewers aged 55+.
"Winning the loyalty of younger fans requires streaming services to embrace highlights, on-demand access, and interactive engagement," said Elizabeth Parks, President and CMO Parks Associates. "Streaming providers must prioritize flexibility and innovation to meet the expectations of younger audiences."
Key insights from the Study include:
- 40% of viewers under age 35 use sports-specific D2C streaming apps.
- 70% of sports viewers aged 18–24 watch live games weekly, versus 87% among 55+.
- Younger fans are far more likely to engage with interactive features like live stats, polls, and sports betting.
- Highlight packages and shorter-form content are essential to attracting Gen Z and Millennial sports fans.
The report reveals that streaming and niche content are key to long-term growth, as younger audiences demand experiences that fit their lifestyles, rather than rigid broadcast schedules.
For more information or to purchase visit www.parksassociates.com or email info@parksassociates.com.
