Key stat: Digital live sports viewers have surpassed traditional pay TV live sports viewers in the US, per an EMARKETER forecast. This trend will continue next year, when 114.1 million people will watch sports via digital while 82.0 million will watch via TV.

Beyond the chart:

• Roughly the same share of US adults (just under half) will continue watching live sports through the end of our forecast in 2028. It is how these viewers watch live sports that is changing.
• Just 2.5% of US live sports viewers will watch women’s sports this year. That figure has increased rapidly over the past few years but still has much room to grow.

Use this chart: Brands and marketers can use this chart to highlight the urgency of pivoting to digital. Preparing campaigns, partnerships, and activations with digital media owners should be a priority.

Related EMARKETER reports:

• US Sports Streaming 2024
• US CTV Time Spent vs. Ad Spending 2024

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.