Sports fans in the U.S. continue to defy broader media consumption trends, according to Crowd React Media’s fourth annual State of Sports Media 2025 report, released Monday. Based on a national survey of 775 adults, the study highlights the intensity of sports fandom and its influence across cable, streaming, radio, social platforms, and sports betting.
“Each year, our State of Media report reveals how audiences engage with content across platforms,” said Sean Bos, co-founder of Crowd React Media and vice president of research at Harker Bos Group. “In 2025, one story stands out above all others: sports audiences continue to defy the broader trends shaping the media landscape. Nearly six in ten sports fans now consume sports-related content every single day, a sharp and statistically significant lift over recent years. This unwavering commitment makes sports one of the most reliable forces driving audience loyalty, advertiser investment, and even the survival of entire platforms.”
The report underscores radio’s enduring role in sports audio. AM/FM remains the dominant format, with 59% of listeners tuning in via traditional radio compared to 36% for podcasts. Local sports talk continues to deliver highly engaged audiences, often overlooked by advertisers in favor of digital platforms.
Television also remains a key driver of sports consumption. Cable usage among fans increased to 51% in 2025, reversing a multi-year decline. While ESPN’s cable viewership fell 15 points from the previous year, its website retains broad appeal, reaching 70% of fans. Streaming, however, faces hurdles. ESPN’s new Select and Unlimited tiers risk confusing older viewers, while ESPN+ trails cable at 52% versus 61%. High rights costs and pressure on profitability underscore the fragile economics of the streaming sports ecosystem.
Live sports continue to command attention, with 53% of fans prioritizing live games and 55% attending in-person events within the last six months. Yet television remains the foundational medium, with fans citing the living room as the “best seat in the house.”
Digital engagement remains robust, with 28% of fans consuming more than four hours of sports content daily and 68% actively posting or commenting online. YouTube dominates highlights (87%), followed by Facebook (69%) and Instagram (62%), while TikTok has surged to 51%, surpassing Twitter/X at 41%. Digital aggregators such as Bleacher Report (29%) now outpace legacy brands like Sports Illustrated (23%) and The Athletic (9%), reflecting a shift in news consumption.
Football remains the central focus of U.S. fandom, followed by basketball (63%) and baseball (54%). Year-round engagement is high, with 87% of fans following their sport through both season and playoffs, and 72% tracking trades and transactions in the offseason. Betting and fantasy participation remain elevated, with 58% of fans having wagered on sports and major platforms like FanDuel and DraftKings retaining strong usage.
The report illustrates the unwavering loyalty of sports fans and their outsized influence across media platforms, reaffirming that sports remain a cornerstone of American media consumption in 2025.
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