Report: Majority of Fans Listen To Sports Audio Content

Sports audio content has become increasingly popular among fans. According to a recent Sports Audio Report conducted by SiriusXM Media, GroupM, and Edison Research, here are some fascinating insights:

Engagement with Audio Content:

• 89% of sports fans say they frequently or occasionally watch sports content.
• 64% of sports fans say they frequently or occasionally listen to sports content.
• Power of Audio for Sports Fans:
• Audio offers sports fans unique perspectives on sports that aren’t covered in other media.

Sports audio listeners, especially those who listen to podcasts, are spending significantly more time than sports video viewers.

Listening Habits:

Sports fans spend an average of six hours and 26 minutes with audio content each day, which is over two hours more than the average American spends listening to audio.

Whether it’s tuning in to sports podcasts, satellite radio shows, or traditional radio broadcasts, audio provides a dynamic way for fans to stay connected with their favorite sports and leagues. So, whether you’re catching up on game highlights, analysis, or player interviews, sports audio content has you covered!

Open minds: Sports audio listeners, and especially sports podcast listeners, spend more on average per year on sports merchandise than sports video viewers, according to the report. They’re also more likely to say they enjoy hearing or seeing their favorite athletes in ads.

• About two in three (67%) sports audio listeners said they trust the products and services used by the athletes they like.
• A similar share (64%) said they trust the products and services used by sports announcers or commentators they like.

Gap in the market: About one-third (32%) of sports fans said they currently follow a women’s team or a woman athlete, a share that skews higher among Gen Z, millennial, Latino, Black, and Asian fans, according to the report. That’s “solid consumer interest” in women’s sports, Martin Blich, executive director of sports and live investment at GroupM US, said. There are also signs that number could be increasing, per the report, with 29% of fans saying they follow women’s sports or women athletes more now than they did five years ago, including 32% of men surveyed.