LG Ad Solutions published findings from a newly released study titled "Stadium to Screen," its latest report on the evolving habits of sports viewers across the U.S., U.K., and Canada. The study reveals a dramatic shift toward connected TV (CTV) as the primary platform for live sports, signaling a new era in how fans engage with their favorite teams and athletes. With 80% of U.S. CTV users now streaming live sports, the report sheds light on changing behaviors and opportunities for brands and streaming platforms.
Key findings for the United States highlight that, first, the Super Bowl will be streamed, with 59% of those intending to watch it this year planning to stream it (including streaming pay TV simulcasts). CTV takes the lead in live sports, with half of U.S. viewers primarily streaming live sports via TV apps, up 29% year-over-year, while traditional cable/satellite usage fell by 18%.
Moreover, top streaming platforms, Amazon Prime Video (47%), Netflix (32%), and ESPN+ (31%) are dominating the sports arena, with notable YOY growth for Fox Sports App (+17%) and Apple TV+ (+13%). There, 48% of viewers watch more than five hours of sports per week, and one-third follow almost every game or match featuring their favorite team. The study also highlights trends in sports betting, multitasking, and advertising during live sports.
As global insights, Sky Sports and BBC remain the top platforms, with 74% of U.K. CTV viewers watching sports live in real-time. In Canada, hockey is the most-watched sport, while Amazon Prime Video and Sportsnet+ lead the way in streaming sports content. Another new trend is that a third of U.S. CTV viewers plan to use sports betting apps in 2025, with DraftKings and FanDuel leading the pack.
Sports is part of a multitasking moment. 87% of viewers multitask during sports events, and social media browsing (+15% YOY) and sports betting (+24% YOY) are growing rapidly.
Ads That Engage: 48% of viewers pay attention to ads during live sports, with 71% preferring ads that include live scores and updates. “This year’s Stadium to Screen findings highlight the continued migration of live sports to CTV formats and the exciting opportunities this presents for fans, advertisers, and platforms alike,” said Michael Hudes, CEO of LG Ad Solutions. “Audiences want more than just streaming—they want interactivity, personalization, and experiences that seamlessly enhance their connection to the game. As the biggest screen in the home becomes the center of sports viewing, brands have a unique opportunity to captivate fans with relevant, engaging content.”