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EMARKETER

Canada Sports Consumers

They’re Highly Engaged and Divide Their Attention Across Leagues, Streaming and TV, and Betting Apps

Report by Paul Briggs  |  Dec 17, 2025
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Report
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Table of Contents
Executive Summary
The media habits of sports fans span many digital formats
Frequent bettors shape sports betting
Recommendations
Sources
Media Gallery
About This Report
Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.
Topics
Media Consumption
Consumer Behavior
Digital Video
Canada
Table of Contents
Executive Summary
The media habits of sports fans span many digital formats
Frequent bettors shape sports betting
Recommendations
Sources
Media Gallery

Canada’s sports audience is highly engaged but dispersed across viewing channels, social discussion hubs, and betting formats. Fragmentation creates opportunity and pressure as marketers chase avid fans while also serving casual fans who shift platforms and behaviors quickly.

Key Question: How have digital tools transformed sports fandom in Canada?

Key Stat: Some 42% of live sports viewers use both linear TV and streaming to watch games, per Vividata.

Sports Fans Combine Linear TV and Streaming to Get Their Live Sports Fix
E-Mail ChartDownload

authors

Paul Briggs

Contributors

Ross Benes
Senior Analyst
Chris Keating
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Heather Sprung
Senior Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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