Live Sports Streaming Is Taking Over
Live sports have long been the backbone of linear TV, the last bastion of appointment viewing in an increasingly on-demand world. But that dominance is slipping. A trio of new reports from LG Ad Solutions reveal just how quickly sports streaming is becoming the primary way fans watch live sports—and what that means for advertisers looking to capture the attention of sports fans across the US, UK, and Canada.
Across all three markets, one trend is undeniable: connected TV is reshaping how fans watch live sports. Whether it’s Amazon’s expanding sports portfolio, YouTube TV’s strong adoption among US sports fans, or Sky Sports’ continued strength in the UK, streaming is increasingly the preferred method for catching the game. And with more streaming-exclusive events on the horizon—like Tubi’s free Super Bowl stream in 2025—the shift isn’t slowing down anytime soon.
LG Ad Solutions’ “Stadium to Screen 2025” reports show just how significant the shift has become in all three markets.
In the US, 80% of connected sports viewers now stream live sports, while “only traditional TV” viewing has dropped 23% year over year, showing a clear shift toward digital. In the UK, the numbers reveal a similar trend, with 71% of connected sports viewers streaming live sports, while fewer than a third rely solely on traditional TV. In Canada, 73% stream live sports, with a whopping 38% year over year increase in “only streaming”, while “only traditional TV” usage has declined by 5% year over year.
Fans aren’t just shifting to streaming—they’re using more apps to do so too. The average number of sports streaming apps per viewer is climbing in every region. US sports viewers now use 2.9 apps to stream live sports, up 8% year over year. In the UK, it’s 2.6 apps per viewer, a 39% increase, while in Canada, the number has risen to 1.8 apps, up 33%. This signals a shift in how fans access games. Instead of relying on a single network, they are piecing together their sports viewing experience across multiple platforms.
What’s Behind The Shift?
Several factors are driving this shift. Streaming services continue to lock down exclusive sports rights, forcing fans to adopt new platforms. Amazon’s bet on live sports is paying off, with 37% of its sports subscribers in the US saying they signed up mainly for sports content. In Canada, Amazon Prime Video and Sportsnet+ are expanding their reach, while Sky Sports and BBC continue to see strong adoption in the UK.
Streaming also offers more flexibility than traditional TV, giving viewers control over how and where they watch. Younger demographics, in particular, prefer digital-first viewing experiences, leading to higher adoption of sports streaming in the 18-34 age group.
Major events are also accelerating digital adoption. The 2025 Super Bowl set new streaming records, with Tubi racking up the highest viewer numbers ever. The 2024 Summer Olympics drove record streaming engagement, becoming the most-watched sport in Q3 across both the UK and US.
Sports viewing has become more than just watching a game, with fans increasingly multitasking, betting, and engaging on social media. The reports highlight how sports has evolved into a second-screen experience.
In the US, 87% of viewers multitask while watching, with 51% browsing social media and 49% enjoying food and drinks. In Canada, 85% multitask, with 22% checking sports bets and 11% playing fantasy sports. In the UK, 85% multitask, with 27% checking sports bets and 32% playing games.
Sports betting is also on the rise, especially among men and younger audiences. Thirty-four percent of US connected sports viewers plan to use sports betting services in 2025, up 28% year over year. In Canada, the number is even higher, with 63% likely to bet on sports.
What Advertisers Need To Do About It
The shift to streaming has major implications for advertisers. Ads during live sports still command attention, but viewers now expect more relevance. In the US, 48% of connected sports viewers pay attention to ads during games, with restaurants, entertainment, and travel leading the way.
In the UK, 65% pay attention to ads, particularly in entertainment, travel, and sports betting. In Canada, 68% pay attention to ads, and 66% find TV ads during live sports to be entertaining.
Sports fans are also looking for ads that enhance the experience. Seventy-four percent of Canadian viewers like ads that feature their favorite teams or athletes. Seventy-six percent of UK viewers want their TV home screens to inform them about upcoming games. Seventy-one percent of US viewers wish sports ads included game scores and updates.
For advertisers, this means that generic, one-size-fits-all commercials won’t cut it anymore. The future of sports advertising is data-driven, integrating live game data, fan affinities, and interactive elements to create a more engaging experience.
The shift toward streaming-first sports is accelerating and is poised to become the new normal. The traditional TV model of live sports is facing increasing pressure from streaming, and advertisers who still think of sports as a linear-first experience are already behind the curve.
Expect more exclusive streaming deals as leagues and platforms secure digital-first contracts. Interactivity and real-time engagement will become the standard, with more in-game betting integrations, real-time stat overlays, and social engagement features. Targeted sports ads will replace generic ones, using audience insights to deliver more relevant and impactful messaging.
LG Ad Solutions’ full “Stadium to Screen 2025” reports for the US, UK, and Canada dive deeper into these trends, offering data-backed insights for advertisers looking to engage the modern sports viewer. Download the full reports now at TVREV:
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