TV remains most popular channel for global sports engagement, followed by social media

Celeste Huang

An overview of the global sports media landscape and engagement patterns.

Over two-thirds of global consumers (67%) follow sports on a regular basis through different media platforms, with the majority of markets watching live on TV and Asian countries favouring social media over other channels, according to YouGov’s latest research. 

Globally, TV remains the most popular channel for sports-content consumption: more than half of sports consumers watch live on TV. One-quarter of engaged sports fans read sports content online or in print, as much as those who watch live-streamed or non-live content online. Asian countries and regions such as Hong Kong, India, and Indonesia see a higher percentage of...

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