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The way Americans consume sports content is changing rapidly. Increasingly, viewers are choosing to watch live sporting events on OTT (Over-the-Top) and streaming platforms instead of through traditional television services.

According to Hub Entertainment Research's "What's the Score?" study, sports streaming continued to grow significantly in 2025. The survey found that 69% of respondents watch live sports on subscription streaming (SVoD) platforms, compared to 66% who watch via broadcast television and 63% through cable TV.

The research also highlights that streaming is particularly popular among younger audiences. Nearly half (48%) of sports fans aged 18-34 prefer streaming services to watch live sporting events, while the figure drops to 29% among older viewers.

At the same time, social media remains a major source of sports news and short-form sports content. 62% of respondents said they follow sports through social media platforms, with the percentage being even higher among younger audiences.

These findings demonstrate the ongoing shift of sports content toward digital platforms. As a result, sports broadcasting rights and the development of OTT services have become key strategic priorities for the television and media industry.

Source:

www.hubresearchllc.com

www.advanced-television.com