Survey: Fans Prefer Watching Live Sports on Broadcast TV Over Streaming Platforms

A recent TVB survey revealed that 90% of sports fans prefer to watch local sports for free on local broadcast TV. This study found that sports enthusiasts overwhelmingly choose linear television as their preferred way to enjoy a variety of sports, including football, basketball, baseball, hockey, golf, soccer, auto racing, and tennis.

According to the 2026 TVB Sports Survey, three out of four sports enthusiasts watch sports on local broadcast TV at least twice a week. The data confirms that fans want sports to remain free and accessible on local television. This preference for broadcast television comes at a time when there is a shift in sports rights from free broadcasting outlets to streaming platforms.

The Federal Communications Commission (FCC) has initiated an inquiry into broadcast sports rights to address the impact of this shift. Studies have shown that this change is making it more challenging for fans to follow their favorite teams and increasing the cost of viewing sports programming. With games spread across various subscription platforms, viewers are seeking simple and cost-effective access to live sports events.

The NAB emphasizes the importance of ensuring that live sports continue to be widely available on local broadcast television. As policymakers and leagues consider the future of sports distribution, this data highlights the importance of keeping major sporting events accessible to all viewers. For more information on the survey, visit nab.org/GameOn.