7 sports viewership trends in 2025: Key insights brands need to score big

When it’s game day, the rules of watching are wide open. Some fans are all in - hosting watch parties, repping their team’s colors, and glued to the biggest screen they can find. Others? They’re streaming on the go, checking scores between errands, or catching highlights on social media. However they tune in, one thing’s clear: the playbook is being rewritten.

Sports viewership has always been a staple, but how we watch it is changing fast. With the rise of multichannel broadcasts, live updates on social media, and services like NFL RedZone, fans can track multiple games at once. 

So, what’s next? Here are some of the top sports viewership trends the team at GWI have identified as potential game-changers in 2025 and beyond.

Top 7 Sports viewership trends in 2025

1. Online sports viewing is on the rise

Sports fans are some of the most loyal people when it comes to their teams - but when it comes to their TV subscriptions? Not so much. As it turns out, many sports fans subscribe and unsubscribe regularly. Across 11 markets, sports fans are 10% more likely than the average person to have subscribed to TV services like Sky, Videotron, Comcast, or CableLink, but also to have canceled within the past year. Could it be they’re just looking for the best deal? 

Yet, despite this tendency to jump between subscriptions, sports fans - especially younger ones - are watching more online content than ever. Since Q2 2024, the share of 16-24 year old sports fans in Europe who watch highlights or recaps online weekly has grown by 22%. Overall, 27% of sports fans still watch games or matches on TV each week, while 23% stream them online - showing that online viewership is quickly catching up to traditional TV.

The rise of video and TV streaming in major sports is being driven by OTT platforms like Amazon Prime Sports, Hulu, ESPN+, and DAZN. Last year, both Amazon and Netflix doubled down on sports, with Amazon airing NFL playoff games and Netflix stepping further into live sports. Regular season matchups - like Thursday Night Football on Amazon - and high-profile events, such as the Jake Paul vs. Mike Tyson fight on Netflix, are making their way onto these platforms, signaling a major shift in how fans watch their favorite sports.

And it’s not just a US trend. Sports streaming is surging worldwide. In 15 key markets, we've seen a 59% increase in sports fans using Amazon Prime to watch sports since Q4 2021. Within that, almost a third of Gen Z (29%) and millennial (27%) sports fans use Amazon Prime to watch sports, compared to 24% of Gen X.

Sports watching on subscription platforms like the above is likely to stay for the long-term. 1 in 5 millennials say they’re “very willing” to pay to access content from their favorite sports or leagues, compared to 18% of Gen Z, 9% of Gen X, and only 5% of baby boomers. And currently among consumers who watch sports, 57% of millennials, 53% of Gen Z, and 40% of Gen X pay for a subscription to watch sports content.

But it’s not just about willingness to pay. It's also about how many services fans are juggling. And as platforms team up and create bundles (like the free Disney+ and Hulu deal in the US), we could see less churn and better retention going forward.

2. More Americans are viewing sports on social media

Sports viewership and fan enthusiasm aren’t just conversation in print anymore. You can add blogs, YouTube, live streaming, online sports channels, and social media networks to the mix. The growth in viewer engagement across all these platforms is a win for both sports and marketing teams.

And the numbers back it up. The share of Americans saying they’ve watched live sports games on social media in the last month grew by 34% between 2020-2024, with 44% more of the nation’s consumers tuning into sports highlights on these platforms in that timeframe, too. 

But it’s not just about watching games. Many people follow sports-related accounts. More US social media users say their favorite accounts are sports people and teams (14%) than influencers or other experts (9%). Even coaches and managers get some love, with the amount of consumers following coaches on social media up by 27% in the US in the past year. Short-form content is making sports viewing more democratic and convenient, and helping to diversify fanbases as well. 

3. Some sports are attracting international fans

US sports aren’t just growing at home. They’re making waves overseas, too. For example, interest in the NBA has increased by 19% in France in the past year, while NFL interest has grown 34% in the UK. 

But the exchange goes both ways. Since late Q4 2022, the number of Americans following the UEFA Champions League has skyrocketed by 41%. Meanwhile, the growing influence of international markets is fueling engagement in sports like women’s cricket and badminton, both up 16% since Q4 2022. APAC audiences, in particular, are leading the charge when it comes to badminton - they’re 60% more likely than other regions to follow the sport. 

It’s worth noting that the rise of global sports presents both opportunities and challenges for brands. There are big market differences in where people watch, and how they engage, so companies need to keep up with these shifting habits to stay relevant. Regions like Spain, Brazil, the UK, and Mexico stand out for saying they typically watch sports games in a bar, while sports fans in India are 50% more likely than the average sports fan to watch games on the move (e.g. mobile).

In South Korea, consumers are 20% more likely than the average sports fan to watch highlights/recaps about professional sports on TV/online - while those in the UK are 59% more likely than the average sports fan to listen to sports radio/podcasts. 

4. Younger generations watch across multiple screens

Gen Z isn’t just watching sports - they’re juggling multiple screens while they do it. With the rise of multi-screen viewing, younger fans are splitting their attention across devices, making engagement more dynamic than ever.

Gen Z are 21% more likely than average to say they play games on a mobile device while watching sports. And they’re 20% more likely to say they use social media at the same time. Brands now have the opportunity to deliver personalized content in real-time, engaging with viewers through social media and other second screens during events. For example, 17% of Gen Z that use their mobile as a second screen have scanned a branded QR code in the last month. 

5. Women’s sports are getting more views 

Women’s sports viewership has grown in recent years, thanks to the increasing interest in sports leagues like the WNBA, NCAA Women’s College Basketball, NWSL, and Women’s soccer leagues. Since Q4 2021, interest in the WNBA has grown 90% in the US. In the 2024 WNBA draft, a lot of hype surrounded top prospect Caitlin Clark. It drew 2.4 million viewers, amounting to a 328% increase from the 2023 draft.

We’re seeing similar things in the UK.

Since 2020, the number of UK consumers who say they follow or have an interest in the UEFA Women’s Champions League has grown by 132%, and the FIFA Women’s World Cup by 62%. 

Other data that points to the rise of women's sports is around the Olympics. More global consumers said they watched women’s gymnastics during the 2024 Olympics than any other men’s competition. And here’s something that may surprise you. Men are big fans too. Not only are men more likely to watch, follow, or be interested in the UEFA Women’s Euros, almost every single women's sports competition has a mostly male audience. This is great news for brands looking to reach a passionate and diverse fan base.

6. Sports partnerships and sponsorships can deliver strong ROI

Sports sponsorship is now highly competitive. Brands are realizing it’s not just about getting impressions, but also driving purchase intent and brand loyalty, reaching both existing and new fans globally.

So, how much of an impact can a brand sponsorship have? 32% of consumers say if a brand sponsors their favorite sports league or team, they’re likely to think about the brand or product more positively. The kind of sponsorship fans are most likely to notice is shirts, LED boards around the stadium, and big screens/jumbotron. 

And when done appropriately, betting partnerships and gamification can also drive fan engagement. Betting on sports events is the most popular form of gambling among consumers - above playing the lottery, casino games, and betting on esports. This is most popular in markets like Brazil, Australia, Mexico, and the US with some states changing their policies in recent years. Betting is a key part of many people’s viewing experience, but sports brands should still make sure tight rules are in place and that they’re sharing resources that teach viewers how to gamble responsibly. 

7. Sports documentaries are landing on streaming platforms 

Beyond the game, there have been other factors sculpting today’s sports viewership trends.

Sports documentaries have come a long way from being just an afterthought on cable. Thanks to hits like ESPN’s “The Last Dance” and “30 for 30,” plus streaming giants like Netflix and Hulu jumping in, this type of content is gaining popularity. With multi-season series like "Hard Knocks" and "Quarterback" for NFL fans, "Formula 1: Drive to Survive" entering its 7th season, and "Full Swing" for golf fans, documentary viewership is thriving.

Today, 33% of consumers watch sports documentaries and that number has held steady since 2021. While documentaries and series may not seem like traditional advertising, these deep dives into teams and players help boost their appeal. 

Looking ahead: What to expect beyond 2025

As sports media consumption crosses more channels, what awaits in 2025? Fans are engaging in new ways, brands are finding fresh opportunities, and second-screen behavior is changing the rules of the game. It doesn’t matter if your audience is streaming a game, catching highlights on social, or watching a sports documentary on Netflix - sports viewership is no longer a one-size-fits-all experience. 

Brands and marketers who want to stay ahead need to meet fans where they are, whether that’s on mobile, in a bar, or diving into the game at home. The next play in sports engagement is wide open. The only question is who’s ready to adapt and win?