Over the past decade, streaming platforms have become the dominant way to watch sports, and fans are rewriting the rulebook on how they consume their favorite games.
The global sports TV market was sitting at $62.4 billion in 2024. The NFL is the undisputed champion, raking in $12.4 billion. According to digital sports platform Sportico, traditional cable is on life support.
Sportico’s report shows that about 40% of American cable subscribers have already cut the cord not necessarily all due to either wanting to transition to streaming platforms or the pricing of cable/bundles. While this number does not exactly break down the percentage of people who left specifically, it presents price increases as a notable factor in the exodus from traditional cable. Yet somehow, sports ratings are climbing.
Streaming platforms are the new MVPs of sports content. Amazon Prime, Netflix and ESPN+ are not just alternatives anymore—they’re taking over. 23% of fans are now streaming games online, and social media sports viewing has skyrocketed by 34%, according to a study conducted by Marketing Brew. Disney even tried to launch a joint streaming service called Venu but quickly pivoted to an all-inclusive ESPN “Flagship” service instead in 2025.
The current uprising is being led by Gen Z, who are not your typical sports fans. Many in this generation are playing mobile games, scrolling through social media and watching the game all at the same time. They have mastered the art of digital multitasking while keeping an eye on the score. Gen Z is 21% more likely to game on mobile during a match and 20% more likely to be on social media simultaneously, according to a study conducted by Marketing Brew.
“I watch all of the sports I like on YouTube TV,” said Tate Young, a sophomore mass communication major. “I use it because there are always multiple games on at the same time, and you can watch up to four games on the screen.”
Younger viewers, like college students, prefer YouTube TV for sports because it delivers a customizable, watch-when-you-want experience that fits their digital habits, with extras like multiview, highlight summaries, and NFL Sunday Ticket access—all without being locked into traditional cable contracts.
“In the morning, I watch sports highlights on YouTube for each game I want to catch up on,” said Dennis Walton, a marketing professor.
Sports content isn’t just about live games anymore, as fans now gravitate towards podcasts, documentaries and social media highlights. A recent report by Marketing Brew shows that 64% of sports fans are tuning into sports audio content, with each generation having its preferred flavor. Gen Z loves podcasts, while older fans stick to traditional radio.
“While I am in the car, I will listen to the radio like Sirius XM and ESPN stations,” Walton said. “Because of the radio and YouTube, I haven’t watched a game beginning to end in a long time.”
These audio listeners are marketing gold. A recent study from marketingbrew.com reports that they’re more likely to buy merchandise, more receptive to advertising, and deeply engaged with their favorite sports. The connection goes beyond just watching—it is about total immersion.
Brands are getting smarter about this connection. About a third of fans say sponsorships make them feel more positive about a brand. Betting and gaming partnerships are becoming a big deal, especially in countries like Brazil and Australia, transforming how fans interact with sports content.
The landscape is shifting dramatically. Major League Baseball recently ended its decades-long partnership after the 2025 season with ESPN, signaling that everyone’s looking for the next big thing. The network cited financial responsibility as the reason for its plan to gradually cut MLB coverage from 90 to only 30 regular-season games.
Another popular topic in the sports world is the explosive growth of women’s sports. The WNBA draft went from a niche event to a major spectacle, pulling in 2.4 million viewers in 2024 — a mind-blowing 300% increase, as reported by Sportico.
Sports media in 2025 is a choose-your-own-adventure experience. Brands and marketers have one job now: be everywhere. The future of sports media isn’t about choosing one way to watch, it’s about having every way to watch.