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Learn More →US Sports Time Spent 2026
Sports Will Consistently Deliver Viewership
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Table of Contents
Executive Summary
Live sports will remain a steady part of people’s daily media habits
Sports thrive among ad-supported viewers
YouTube will make a live sports push
Recommendations for brands
Sources
Media Gallery
About This Report
Sports audiences are fragmenting across platforms and channels, but live games still command attention and deliver engaged audiences. Streaming is growing, but traditional TV remains an important part of the ecosystem.
Table of Contents
Executive Summary
Live sports will remain a steady part of people’s daily media habits
Sports thrive among ad-supported viewers
YouTube will make a live sports push
Recommendations for brands
Sources
Media Gallery
Sports viewing remains valuable as it offers highly engaged audiences and one of the last mass-reach TV environments. Traditional TV still retains a key role, even as streaming enters the fray for rights.
Key Question: How are US sports TV viewers watching live games and sporting events?
Key Stat: Between 2018 and 2028, the share of time spent with sports coming from digital services will increase from 8.2% to 37.9%.
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authors
Ross Benes
Contributors
- Paul Briggs
- Principal Analyst
- Nikolai Dineros
- Sol Ipuche
- Emman Velasco
- Data Visualization Editor
- Jherr Daven Velasco
- Data Visualization Editor
- Yoram Wurmser
- Principal Analyst
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