The latest findings from “What’s the Score?,” Hub’s sports study tracking the evolution of sports fan and media, reveal that audiences are becoming comfortable watching sports on streaming platforms - just as they did with scripted TV, only much more quickly.
“Sports is following the same migration paths to streaming as scripted TV – just a lot faster,” said Jon Giegengack, principal at Hub and one of the study’s authors. “It took several years before viewers considered Netflix the equal of ‘must-see TV’ on broadcast or cable. But as more big events moved to streaming over 2024, fans have been quickly convinced that streamers will deliver the experience they want. As more high-profile properties move online – like NBA games on Amazon or the Super Bowl on Tubi – young fans will grow up with streaming platforms as the ‘home’ of their favorite sports.”
Wave 3 of the study reveals a significant shift in how sports fans consume live games, with streaming platforms now rivaling traditional broadcast and cable networks. In 2025, 69% of respondents reported watching at least some live games on SVOD platforms, closely matching the percentages for broadcast (66%) and cable networks (63%). This marks a notable increase from the previous year when only 62% of fans watched live sports on streaming, while nearly three out of four relied on broadcast or cable TV. The findings highlight the growing influence of streaming services in the live sports landscape.
The study highlights a significant shift in sports fans’ viewing habits, with streaming emerging as a primary destination for live sports. Compared to last year, when only 23% of fans considered streaming their first stop for sports content—lagging behind cable (37%) and broadcast networks (30%)—the latest findings show a dramatic increase. In 2025, 30% of fans now turn to a streaming platform first for live sports, nearly matching cable (31%) and broadcast (29%). This surge underscores the growing dominance of streaming in the sports media landscape.
The study reveals that younger audiences and minority groups are driving the shift toward streaming for live sports. Nearly half (48%) of fans under 35 have subscribed to a streaming service specifically to watch sports, compared to just 29% of those aged 35 and older. This trend is also more pronounced among Hispanic (46%) and Black fans (38%), who are more likely to sign up for sports content than Caucasian viewers (33%). These findings highlight the growing influence of diverse and younger demographics in shaping the future of sports media consumption.
Social media remains the dominant source for sports highlights, clips, and news, with nearly two-thirds (62%) of sports fans consuming at least some non-live sports content through social platforms. For more than a quarter (27%), social media is their exclusive source for such content. The trend is even more pronounced among younger fans, with 42% of those aged 18 to 34 relying on social platforms for "all" or "most" of their non-live sports content. This shift continues to grow, as 41% of fans report consuming more sports content on social media than they did a year ago, while only 10% say they are consuming less.
These findings are from Hub’s "What's the Score?" report, based on a survey conducted among 3,753 US sports fans ages 13-74. Interviews were conducted in Dec 2024.