Search results for sports

UK audiences spent 16 billion hours watching Sky content last year, with nearly 950 million hours devoted to sports. Among under-35s, 45% now consume news via podcasts weekly—highlighting a generational shift in media habits.

The most recent research from Hub confirms that streaming brands striving to deliver “something for everyone” are hard for consumers to differentiate. In the blurry landscape of scripted content, live sports have stood out as a key driver for new sign-ups and subscriber retention.

The figures are based on a study by Parks Associates, which explores sports fans' viewing preferences, including their watching habits, spending patterns, and interest in interactive services.

According to Gracenote’s "2025 FAST Report: The Evolution of Free Streaming TV," more than 70% of FAST programming has been produced since 2010. The top three genres dominating FAST are sports, reality, and news/commentary.

More sports fans are turning to streaming as their primary destination for live games, with 69% now watching at least some sports on SVOD platforms—on par with broadcast (66%) and cable (63%). Younger viewers are driving this shift, with 48% of fans under 35 subscribing to a streaming service specifically for sports.