[PRESS RELEASE] Crowd React Media Releases Fourth Annual State of Sports Media 2025 Report
[Durham, NC] – September 29, 2025 – Crowd React Media, a division of Harker Bos Group, has released its fourth annual State of Sports Media 2025 report, a comprehensive study of how U.S. sports audiences engage with media. Based on a national survey of 775 adults, the findings highlight the unmatched intensity of sports fandom and its outsized influence on cable, streaming, radio, social platforms, and betting.
“Each year, our State of Media report reveals how audiences engage with content across platforms. In 2025, one story stands out above all others: sports audiences continue to defy the broader trends shaping the media landscape,” said Sean Bos, Co-Founder of Crowd React Media and VP of Research at Harker Bos Group. “Nearly six in ten sports fans now consume sports-related content every single day, a sharp and statistically significant lift over recent years. This unwavering commitment makes sports one of the most reliable forces driving audience loyalty, advertiser investment, and even the survival of entire platforms.”
Key Takeaways from the Report
Radio
- AM/FM Radio Remains the King of Sports Audio
• 59% of sports audio listeners tune via AM/FM compared to just 36% for podcasts.
• Advertisers continue to undervalue radio’s reach, even as it delivers larger audiences at lower costs.
• Local sports talk remains the money-maker with loyal, engaged listeners.
Television
- Sports Content Is Propping Up Cable
• Cable use among sports fans grew to 51% in 2025, reversing years of decline.
• Cable retains older audiences, while streaming frustrates with higher costs and fragmented rights.
• ESPN cable viewership dropped 15 points year-over-year, though ESPN.com remains the top sports site (70%). - The Streaming Ecosystem Is in Flux — and ESPN’s Transition Is Risky
• ESPN’s plan to launch Select and Unlimited streaming tiers risks alienating older viewers.
• ESPN+ (52%) trails ESPN cable (61%), and confusion over subscriptions may slow adoption.
• Skyrocketing rights costs and profitability pressures remain unresolved. - Live Games Still Rule — But TV Is the Bedrock
• 53% of fans prefer watching live games above all else; another 35% split between live and analysis.
• 55% attended a live event in the past 6 months — but television remains the foundation of fandom.
• The living room couch continues to be the “best seat in the house.”
Digital & Social
- Sports Fans Are a High-Usage, High-Conversion Audience
• 28% consume 4+ hours of sports content daily; 68% at least 2 hours.
• 68% actively post or comment, and 94% regularly read sports news.
• Engagement has not faded post-pandemic, unlike general media consumption. - Social Is a Core Arena for Fandom
• YouTube dominates highlights (87%), followed by Facebook (69%) and Instagram (62%).
• Twitter/X declined from 55% in 2022 to 41% in 2025, while TikTok surged to 51%.
• Sports fans rival political and pop culture fandoms in content creation and commentary. - Digital Aggregators Outpace Legacy Brands
• Bleacher Report (29%) outdraws Sports Illustrated (23%), Yahoo Sports (23%), and The Athletic (9%).
• Legacy brands no longer guarantee digital dominance.
• Aggregators and newer platforms are now central to sports news consumption.
Sports & Fan Behavior
- Football Is the Center of Gravity in U.S. Sports
• 81% of fans follow football, compared to 63% for basketball and 54% for baseball.
• Football dominates cultural identity, attention, and advertiser spend.
• Even non-fans typically watch the Super Bowl, underscoring its universal reach. - No Offseason: Fans Stay Engaged Year-Round
• 87% follow their sport through season and playoffs (up from 77% in 2022).
• 72% track trades, deals, and speculation in the offseason.
• 71% say following their sport or team is part of daily life.
Betting & Fantasy
- Sports Betting and Fantasy Plateau at High Levels
• 58% of sports fans have bet on sports; 70% of past bettors remain active.
• Growth has plateaued, with legalization — not demand — as the main limiter.
• FanDuel (56%) and DraftKings (51%) dominate, while ESPN BET is rising at 25%.
Access the Full Report
About Crowd React Media
Crowd React Media, a division of Harker Bos Group, is a leading provider of audience and advertising research across radio, TV, podcasts, and digital platforms. Founded as Harker Bos Group in 1989, Crowd React Media continues its legacy of helping media companies and brands grow through actionable, strategic insights.
For media inquiries, advance access to upcoming content, or interview requests:
Katie Miller
Co-Founder, Crowd React Media & VP, Client Relations, Harker Bos Group
Crowd React Media & Harker Bos Group
Email: katie@crowdreactmedia.com
