Most sports are taking advantage of the move away from traditional viewing and the growth of streaming, according SBRnet’s annual study of sports fans.
The NHL and MLS have seen the biggest percentage lift in streaming since 2019, but every major sport has benefitted from this change in fan sports viewing habits.
The Top of the Streaming Charts since 2019 (Pre Pandemic)
| Total Fan Growth since 2019 | Growth in Streaming since 2019 | |
| MLS | +65% | + 182% |
| NHL | +40% | + 168% |
| NFL | +26% | + 137% |
| NBA | +49.7% | +136% |
| MLB | +12% | +65% |
Since 2019, SBRnet has seen a close correlation between the growth of fans that attend at least one game live and/or watch one game via streaming or traditional viewing options like broadcast TV and Satellite and that of those that view only.
The growth in streaming since the start of the pandemic back in 2020 is undeniable, and the trend toward unplugged viewing has also strengthened the ties that bind fans to their favorite teams. “It would serve brands and advertisers well to take a very close look at those fans that opt to stream versus those fans that still rely on traditional viewing to generate incremental growth and marketing opportunities”, says Neil Schwartz, President of SBRnet.
SBRnet and the Sports Marketing Analytics platform is a comprehensive online hub featuring sports marketing data and other resources for the academic and commercial markets. SBRnet’s data sets include syndicated and proprietary research for professional and college sports, consumer research, and industry reports. The site features extensive research and custom reports covering sports participation, the fan market and behaviors, venues, sponsorships, and expenditure on sporting goods, brand preference and much more.
Worth a visit!
