Stadium to Screen (UK Edition)

From LG Ad Solutions

Sports are, without question, a major part of our lives, and the ways in which we watch live sports are growing across a number of digital sources. Stadium to Screen: Streaming Live Sports in 2025 uncovers consumers’ sports viewing preferences and behaviours, especially the shift to live sports viewing via streaming apps.

Among the report’s findings:

  • CTV Takes the Lead. 71% of UK connected sports viewers watch live sports via streaming apps, while less than a third use traditional TV for sports.

  • Sports Apps are Proliferating. UK connected sports viewers avg. of 2.6 apps to stream sports (up 39% from 1.9 apps in 2024).

  • Women’s Sports Popularity Growing. 77% of UK connected sports viewers watch women’s sports, with football, tennis and athletics topping the list.

  • Ads are a Welcome Part of Sports Viewing. 65% of UK connected sports viewers pay attention to ads during live sports, and 59% find those ads entertaining.

For more information on sports TV viewership, download the full report today!

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Stadium to Screen (US Edition)

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Stadium to Screen (CA Edition)