Sports Viewers Embrace Streaming in New Study

In recent weeks, the data has confirmed what many of us have suspected: streaming is taking over as the go-to way to watch TV. According to Nielsen’s “The Gauge” data, streaming has officially taken the lead over traditional television in terms of total minutes watched. It’s a big moment for the future of how we consume content.

A new study by Performance Research and Full Circle Research sheds light on how sports fans are adapting to this shift. The study found that an impressive 9 out of 10 sports fans are using streaming services to catch their favorite games. And it’s no surprise that Amazon is leading the pack, with their Thursday Night Football coverage on Prime Video being a hit with 65% of respondents. ESPN+ follows closely behind at 39%, with Peacock at 37%, and Paramount+ at 32%.

The trend towards streaming is particularly strong among younger viewers, with 63% of Gen Z and 56% of Millennials reporting an increase in sports streaming over the past year. This compares to only 35% of Gen X and 21% of Boomers. It’s clear that the future of sports viewing is headed towards the digital realm.

Leagues are also recognizing this shift, with the NBA set to showcase exclusive games on both Prime Video and Peacock in the upcoming season. And let’s not forget about the NFL, which has been offering postseason games exclusively on streaming platforms for the past few years. It’s only a matter of time before more leagues fully embrace the digital age.

Traditional media companies are also jumping on board, as ESPN and Fox are gearing up to launch their own streaming services this fall. Soon, nearly every sporting event will be available to consumers without a cable subscription. The data shows us that fans are more than ready for this transition and eager to follow their favorite sports on streaming platforms.