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Live Sports TV by All Age Viewers
by Generation
Among Users
by Sex Among Users
by Age Among Users
by Generation Among Users
Converged TV
Total TV and Digital Video
Source: EMARKETER Forecast, May 2026 - June 2026
Note: individuals of any age who watch live sports content at least once per month over the course of the season of at least one sport on traditional pay TV or over-the air (OTA); excludes highlight viewing and viewing of nonlive content; excludes esports; excludes Olympics content; includes all time spent watching live sports via traditional TV; excludes digital
Additional Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the number of users of each medium.
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.