Experience is the game changer for sports streaming

The playbook for sports media is being rewritten. As fans spread their attention across streaming apps, social feeds, and nonstop highlight reels, the competition for their time has never been tougher-or more revealing. The next phase of sports viewing isn't just about where the game is played, but how it's experienced. Understanding where audiences are going, what keeps them engaged, and how they define value in this new environment offers a clear look at the future of sports, entertainment, and media itself.

Sports is transforming faster than ever. HUB Entertainment Research's latest study, "What's the Score? The Evolution of Sports Fans and Sports Media - Wave 4," reveals how streaming, social media, and shifting fan behavior reshape the sports experience. HUB's findings show that while enthusiasm for sports remains strong, the ways fans discover, watch, and engage are changing rapidly.

HUB's data confirms that streaming now anchors this transformation. Fans increasingly identify digital platforms rather than traditional broadcasters as their primary source for live games, highlights, and commentary. This marks a profound shift in where attention and media investment converge.

Streaming takes the lead

Sports continue to move full speed into streaming, expanding opportunities for rights holders and audiences. Viewers rely on ESPN+, Prime Video, and Netflix for live games and highlights. According to HUB, fans overwhelmingly believe ESPN+ provides the best sports coverage, while Prime Video and Netflix rate comparably to cable and broadcast networks.

This report reveals a new hierarchy in sports media. The value of live rights now depends on how well a service integrates sports into a broader digital experience. According to consumers, streaming offers flexibility and personalization, traits that align with younger, mobile-first audiences.

Streaming also strengthens brand perception. Two-thirds of avid sports fans and 40% of casual sports fans say they view a streaming service more favorably if it includes live sports. For companies like Disney, Amazon, and Netflix, sports is a differentiator and a retention tool, creating real-time engagement in an on-demand environment.

At the same time, more choices bring new challenges. Fans juggle multiple subscriptions to follow their favorite teams, and nearly half say finding the sports they want to watch is getting more confusing. Yet engagement remains strong. The passion for live sports continues to drive audiences to adapt, even as the media model evolves.

Social media becomes the stadium

As streaming changes where fans watch, social media redefines how they connect. HUB finds that 42% of teens aged 13-17 and 24% of adults aged 18-34 consume most of their sports content through social media, compared with just 12% of fans aged 55 and older.

This generational divide reveals a new form of engagement. For younger fans, social media isn't just a companion to live sports; it is the experience. Platforms like YouTube, Instagram, TikTok, and X deliver nonstop clips, commentary, and behind-the-scenes access. Fans scroll, post, and share in real time, creating a participatory environment that often replaces traditional broadcasts.

For leagues, rights holders, and brands, this shift demands a new strategy. Discovery now happens through short-form video rather than scheduled programming. Advertisers view social platforms as critical spaces to reach fans who may not watch full games but still connect deeply with teams and athletes.

HUB's data makes it clear that this shift is permanent. Younger fans' reliance on social media represents a lasting reordering of the sports media value chain, one where fans don't just consume content-they shape it.

Confusion and competition

While streaming brings more choices, it also adds more complexity. HUB finds that fans increasingly struggle to navigate multiple platforms and shifting rights. Nearly half say it's harder to find the sports they want to watch, and more than one in four call it a hassle to use multiple services during a season.

This fragmentation mirrors the early days of entertainment streaming. To counter this, former competitors are collaborating. HUB highlights the rise of "new bundles," partnerships that unify sports rights across services to simplify access and improve scale.

New tools also aim to reduce friction. Some services help fans track games across platforms or buy short-term passes for key events. These efforts show the industry's awareness of fan fatigue and its push to restore the convenience that once defined pay TV. Even with these challenges, enthusiasm keeps steady. Fans continue to adapt, proving that while fragmentation frustrates, it isn't diminishing the passion for live sports.

The big picture

HUB's research confirms that sports fandom is as strong as ever, but how fans watch is evolving fast. Nearly half of viewers are frustrated by fragmented access across platforms, even as overall engagement continues to climb. For networks, leagues, and streaming platforms, this shifting landscape is both a challenge and an opening. Those streamlining the viewing experience while staying agile across digital channels are driving the next wave of growth. By aligning affordability, accessibility, and authenticity, media players will shape the future of sports storytelling and keep fans connected to the game wherever and however they watch.