38% of US internet households now subscribe to at least one sports-specific streaming service—more than nine times the 4% figure from 2019, according to new Parks Associates research.
The NFL dominates as the most-watched sport, with 82% of sports viewers in US internet households tuning in regularly during the season.
“Sports have become the backbone of live streaming adoption,” said Michael Goodman, senior contributing analyst at Parks Associates. “The ability to deliver interactive, data-driven, and personalized experiences is changing how audiences connect with their favorite teams and leagues.”
The study highlights live sports streaming’s transformative impact on the economics of leagues, teams, and media distributors, opening new monetization opportunities through deeper engagement across connected screens.
On average, US internet households watch 4.2 different sports in season. Beyond the NFL:
- 55% watch college football
- 53% follow MLB
- 46% tune into the NBA
- 36% watch college basketball
- 30% follow the NHL