Study: Sports Streamers Now Watch Sports They Didn’t Have Access to Before Streaming





68% of sports streamers have become passionate about a sport they didn’t have access to before streaming, according to Disney Adverting Sales’ Generation Stream: Sports Edition. The report is Disney’s latest way to explore the behaviors and motivations of sports streamers.

From the report, “sports streamers are identified as individuals who consume sports content across multiple screens and engage with their favorite leagues, teams and athletes across digital platforms. Inclusive of live TV; video on demand; connected TV; social media, websites and more. “ The insight gained from the Generation Stream: Sports Edition report will be used to uncover trends that inform future behaviors of sports consumers and reveals how to connect with them.

“The first volume of Generation Stream allowed us to dive into the experiences and moods of TV streamers in a way that we knew further exploration of sports streamers specifically had to be our next step,” said Asaf Davidov, vice president of Measurement & Insights for Disney Advertising Sales. “The insights of this report uncover what inspires sports fans and how they are enhancing their sports viewing experiences across multiple screens. Our findings have presented Disney and our partners with the opportunity to connect with sports fans in meaningful ways with content, brands and advertising.”

‘The Scorecard,’ is Disney’s snapshot of sports streamers in the first installment of Generation Stream: Sports Edition. By using The Scorecard, Disney can understand how sports streamers are identifying with eSports, and explore ways people are extending their sports experience in different ways.

Other key insights that emerged from the report:

  • 93% of sports streamers say social media benefits their sports viewing experience.
  • 86% of sports streamers say that the past year changed the way they watch sports.
  • 23% of sports fans watched a new sport this past year.
  • 64% of sports fans say the events of the past year have impacted their sports viewing.

Four more segments of Generation Stream: Sports Edition will be released once a month, which include Sports Unleashed, Complete Athlete, Digital Rituals, and Outer Rings.

Back in 2020, we reported on the first installment of Generation Stream Volume 1, which was a Hulus thought leadership study. That study took a deep dive into streaming attitudes and motivation to discover trends that can predict future behaviors, which can be used to connect streamers.

It will be interesting to see what Disney does with the insights gained from The Scorecard and the Generation Stream: Sports Edition report. We’ve reported on how Disney’s sports-streaming service ESPN+ may become the streaming home of NFL Sunday Ticket. However, there have been recent reports that Disney is interested in spinning-off ESPN due to a shift in the linear TV model, which would make the data collected from the Generation Stream report valuable for a potential buyer.

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