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Live Sports by Adult Viewers
Traditional TV
Among Users
Ad Spending per Hour Spent
Source: EMARKETER Forecast, May 2026 - June 2026
Note: ages 18+; individuals who watch live sports content at least once per month over the course of the season of at least one sport; excludes Olympics content; includes all time spent watching live sports on traditional TV and digital video services; 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 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.