Live sports are still king. They’re one of the last true “appointment” events left in media, and the demand only continues to grow. But here’s the big shift: while sports content is sprinting away from linear TV and onto streaming platforms, radio is holding tight to the most loyal, most engaged sports fans.
The numbers tell the story.
- This spring, streaming officially overtook broadcast and cable combined for TV viewing share.
- Nearly 70% of sports fans now stream at least some of their games, and more than 40% watch exclusively through digital platforms.
- Even the NFL, the juggernaut of appointment viewing, is leaning heavier into digital rights and partnerships.
Linear TV is losing its lock on live sports. But as eyeballs spread thinner across screens, one medium keeps the core audience intact.
Research from Katz Radio Group puts it plainly: NFL radio listeners are not just casual fans, they’re super fans.
- 28% more likely than the average fan to say they’re “big fans.”
- 67% more likely to attend games.
- 74% more likely to tailgate.
- 40% more likely to watch games out at bars and restaurants.
When fans are on the move: 95% say radio is the most reliable way to follow live games. The ability to carry the game anywhere is one of radio’s timeless strengths.
This isn’t just about loyalty, it’s about dollars. NFL radio fans spend more and more often:
- Over $300 a month at restaurants.
- Thousands on travel and home improvements.
- Luxury cars in the driveway.
Avid NFL audio fans are 52% more likely to feel positive about sponsors, and nearly half say they’d consider or research a brand after hearing it tied to the game.
New research backs this up. Sports podcasts, play-by-play, and sports talk radio consistently score higher for “avid fan” levels than TV highlights, live TV, or even league social media. Why? Because audio isn’t about skimming, it’s about leaning in.
Sports are shifting fast. Streaming is rising, linear is sliding, but radio remains the heartbeat of live sports fandom. It reaches fans in the car, at the tailgate, at the bar, and everywhere in between.