People are frustrated that they can’t access the sports they want to watch

Key stat: The top pain point for adults worldwide trying to watch live sports is being unable to access the games they want to watch, per Altman Solon.

Beyond the chart:

• About half (47.6%) of people in the US will be live sports viewers in 2025, per our forecast.
• As streamers show more live sports, viewers need to have access to certain platforms to watch their teams. Netflix may get a subscription boost when Chiefs, Steelers, Ravens, Texans, and Beyoncé fans alike want to tune into its Christmas Day games.

Use this chart: Marketers can use this chart to make the case for partnering with streaming platforms that aggregate or offer a wide breadth of sports broadcasts, push for locally targeted advertising on regional broadcasts, and highlight the importance of a seamless customer experience.

Related EMARKETER reports:

• US Sports Streaming 2024 (EMARKETER subscription required)
• Digital Video Forecast and Trends Q4 2024(EMARKETER subscription required)

Methodology: Data is from the November 2024 Altman Solon report titled "2024 Global Sports Survey - Chapter 1: Evolving Fan Habits." 2,951 adults ages 18+ who are interested in sports were surveyed during June-September 2024. The survey was conducted in China, Germany, Saudi Arabia, the UK, and the US.