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Live Sports by Adults
Traditional TV
Among Users
Ad Spending per Hour Spent
Source: EMARKETER Forecast, May 2026 - June 2026
Note: ages 18+; includes all time spent watching live sports on traditional TV networks and digital video services via any device; includes live games and official league events (e.g., drafts, combines); excludes highlight viewing and viewing of nonlive content; excludes esports
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 total US adult population according to the US Census Bureau 2020 release, not 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.