2026 Sports Survey

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Download 2026 Sports Study Synopsis

The 2026 Sports Survey takes a deep dive into the media preferences of the sports viewer, with a particular emphasis on sports enthusiasts (those viewing multiple sports throughout the year).

Some key findings:

  • For sports enthusiasts, linear television is the preferred way to view sports, including football, basketball, baseball, hockey, golf, soccer, auto racing and tennis.
  • Sports enthusiasts skew their linear sports viewing to the large TV screen while a high percentage of streamers use small screens.
  • 90% of sports enthusiasts feel it is important for local sports to be shown on local broadcast TV.
    • Three out of four sports enthusiasts watch sports on local broadcast TV at least twice a week.
  • Broadcast TV news is the top choice for sports enthusiasts to watch/listen to the latest news on sports with local broadcast TV streaming/websites the top digital choice.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.