Understanding sports viewership trends is important for brands that want to achieve success in 2026. This means marketing teams can find fresh opportunities and reach viewers where they are. Those who can adapt their strategies are more likely to achieve success.
Online sports viewership is increasing
Sports fans are watching more online sports content than ever before. Many fans watch games on TV, while others stream them online. Online viewership is increasing with the rise in OTT platforms for streaming, such as Amazon Prime Sports and ESPN+. There’s a major shift in how fans choose to view sports. Many consumers are prepared to pay for a subscription to watch sports content.
Sports betting is the most popular form of gambling in the U.S. and an important part of any sports viewing experience. It’s very convenient to place sports bets from anywhere today using a mobile app and a smartphone.
Sports fans are active on social media
An increase in engagement in sports on various social media platforms benefits sports and marketing teams. Many sports lovers watch highlights from matches on platforms like YouTube. Sports fans often follow sports-related accounts on social media. They may follow athletes and teams, and some will also follow coaches. Short-form sports content on social media is diversifying fan bases and making sports viewing more convenient.
International fans are growing
U.S. sports aren’t only popular at home but are also making a greater impact internationally than ever before. For example, interest in the NFL has grown by over 30% in the U.K. The NBA has also had more international interest over the past year. With global markets becoming more influential, engagement in sports such as women’s cricket is on the rise.
The rise in global sports creates opportunities for brands but also presents challenges. Where people watch and how they engage can be very different. In places like Spain and Brazil, fans will typically watch in a bar. Sports fans in India will watch on their mobile devices. In the U.K., fans enjoy listening to sports radio and podcasts. Marketing teams planning a brand event abroad must take these factors into account.
Younger generations watch across multiple screens
Younger fans often split their attention across multiple screens at once. This means they can go on social media at the same time as watching sports. Brands can take the opportunity to send them personalized content. They may just end up scanning a branded QR code on a second screen while watching sports.
Women’s sports viewership is increasing
Leagues like women’s soccer are fueling a surge in interest in women’s sports. In the U.K., more viewers have an interest in watching the UEFA Women’s Champions League and the FIFA Women’s World Cup. Global sports fans enjoy watching women’s gymnastics events at the Olympics more than any men’s competition.
Sports sponsorships are highly competitive
Brands and their products receive more attention from sports fans when they sponsor their favorite leagues or teams. It’s a great way to help build a new brand and gain more visibility. They get players to wear branded t-shirts and use LED boards and big screens to draw attention in stadiums.
Sports documentaries are popular
Streaming giants like Netflix and Hulu offer sports documentaries. “Formula 1: Drive to Survive” has already many seasons. Golf fans can watch “Full Swing.” Multi-season series like “Hard Knocks” and “Quarterback” appeal to NFL fans. The number of fans watching sports documentaries is steadily increasing, and the deep dives into sports help to boost their appeal.
