For decades, live sports has been a linchpin that has kept millions of households from cutting the cord from the traditional TV bundle. But in 2025, live sports’ shift to streaming went from a leisurely pace to a full-out sprint — and fans are coming along with them.
According to a study by National Research Group in collaboration with The Wrap, sports fans of all ages — with the sole exception of Baby Boomers — are now more likely to watch content on streaming platforms than anywhere else. Key themes in the report include how streaming is introducing fans to new sports and how complementary “shoulder” content and online betting are deepening fan engagement.
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