The traditional TV viewing of NFL games is rapidly evolving into a fully immersive, interactive experience, with fans embracing a multi-platform, multi-function approach to engagement. According to Horowitz Research’s latest report, “State of Sports Fandom 2025,” 63% of NFL viewers now interact with social media while watching games, 51% make purchases during the game, and 45% use features like mini-games or alternate camera angles. The findings underscore a significant shift in how audiences—especially younger and multicultural consumers—consume and engage with sports content.
The report, based on a national survey of 1,600 U.S. sports viewers conducted in July 2025, reveals a strong generational and cultural divide in interactive behaviors. Among Gen Z sports viewers, the desire for interactivity is even higher: 74% use social media during games, while 61% engage in real-time shopping experiences tied to the content. Multicultural audiences—specifically Black, Latinx, and Asian sports fans—are leading this transformation, adopting new layers of interaction at significantly higher rates than their white counterparts.
Overall, 45% of NFL viewers said they engaged with some kind of interactive feature while watching games. These features include alternate camera angles, clickable stats, in-game betting, and mini-games integrated into the streaming experience. The appeal of such tools is particularly strong among younger viewers: nearly 6 in 10 Gen Z fans (58%) reported using these interactive functions regularly, compared to 42% of Millennials and just 24% of Gen X and Boomers.
The rise of “shoppable sports” is another standout trend. Over half (51%) of NFL viewers report buying merchandise or products while watching a game, either directly through their TV or via linked platforms. This behavior again skews younger and more diverse, suggesting an untapped monetization stream that leagues, brands, and broadcasters are increasingly investing in.
Social media remains a cornerstone of second-screen behavior. With 63% of NFL fans actively posting or engaging with content on platforms like X (formerly Twitter), TikTok, and Instagram during live broadcasts, leagues and advertisers have begun to recognize the value of real-time amplification. Among younger fans (ages 13–34), this figure climbs to 74%, reinforcing the need for integrated, real-time engagement strategies.
“These findings reflect a clear evolution in how fans experience sports,” said Adriana Waterston, EVP and Insights & Strategy Lead at Horowitz Research. “The lines between viewing, shopping, and interacting are blurring. Sports fans—especially younger and multicultural audiences—are not just passive viewers. They’re participating in a multi-layered, immersive ecosystem that extends well beyond the traditional broadcast.”
The implications for advertisers and rights holders are substantial. Beyond linear and streaming ad buys, there are now clear opportunities in the form of social amplification, gamified experiences, shoppable media, and real-time engagement tools. As Waterston notes, “Understanding these new fan behaviors is critical for brands looking to remain relevant. We’re entering an era where engagement is the new currency, and sports is ground zero for innovation.”
The “State of Sports Fandom 2025” report is the latest release in Horowitz’s syndicated research series. The study tracks evolving fan behavior across demographics, platforms, and content types, with a particular focus on multicultural and next-gen audiences. As the NFL and other major leagues deepen their digital investments—from in-stream commerce to exclusive camera views and social integration—this data confirms that the playbook for engaging fans has fundamentally changed.