Sports have never been more accessible, and neither has fandom.
No longer confined to stadiums or living room TVs, today’s sports fans experience the highs and lows of competition in real time, forming deep connections with teams and athletes across the globe as well as with their fellow fans.
In the U.S., 66% of the population—186 million people—identify as sports fans, according to “The Sports Audio Report” from SiriusXM Media, GroupM, and Edison Research. No matter your preconceived notion of a typical “sports fan,” it’s time to rethink the who, what, and how of sports fandom. Thanks to digital audio, it’s evolved in every way.
Today, women, as well as Asian, Black, and Latino Americans, make up an increasing share of the growing fandom. Younger generations, including millennials and Gen Z, are also redefining what it means to be a sports fan, bringing new energy and expectations to the experience.
A more globalized and interconnected society is changing the way fans interact with sports media. Traditionally, game day meant listening to the radio or gathering around the television with family and friends to cheer for the home team.
But access to on-demand sports content has extended seasons, grown passions, and allowed today’s fans to engage in entirely new ways…
