Sports: Key insights on fandom, betting, media, and more

The ways we play and spectate are changing amidst generational shifts, technological innovation, and more. Read on for a closer look at Ipsos’ exclusive data on sports.

 

As anyone can tell you, sports are both a central part of our lives and an economic powerhouse. But the ways we play and spectate are changing amidst generational shifts, technological innovation, climate change, and more. Read on for a closer look at Ipsos’ exclusive data on sports.

 

Four in five Americans think sporting events are too expensive for the average person

Eighty percent of Americans and 88% of self-described sports fans believe that sporting events are too expensive for the average person to attend in-person. In the same vein, fifty-seven percent of Americans and 67% percent of sports fans also agree that there are too many separate platforms needed to watch sports. (Read more.)

The sports Americans played in the past year

Americans' athletic activities in 2023 were similar to those in 2022, with swimming still highly popular.  (Read more.)

How sports fandom varies by generation 

While nearly three-quarters of all Americans consider themselves fans of at least one sport, the youngest Americans are less likely to describe themselves that way than older Americans. (Read more.)

48% of Americans played a sport in 2022

According to Ipsos polling, two in three Americans are sports fans, and nearly half report that they played a sport in 2022. (Read more.)

Football is sports fans' favorite, even as younger Americans are interested in soccer and pro basketball

Just under half of Americans describe themselves as fans of the NFL—13 percentage points ahead of the second-most-popular sport, baseball—while just under a third consider themselves fans of college football. (Read more.)

Americans with lower education and lower income less likely to have played sports in 2022

Overall, around half of all Americans played some form of sport in 2022, but income and education factor into this heavily. Americans with more education and higher income are more likely to have played sports in the past year compared to Americans with lower education or income. Black Americans are also less likely than other demographics to have played any sports in the last year. (Read more.)

One in three Americans support online and in-person sports betting

The sports betting industry’s rapid growth has transpired on the back of a small group of Americans, with fewer than one in ten saying they’ve placed official bets in the past year. (Read more.)

Half of non-sports bettors believe sports betting is a waste of money

People who don’t bet on sports don’t do so because of four broad reasons: money concerns, lack of knowledge, moral opposition, or it’s just illegal where they live. Of those concerns, money comes first. (Read more.)

A majority of Americans support allowing college athletes to profit off their name, image, and likeness

A slim majority of Americans, particularly Black Americans, support allowing college athletes to profit off their name, image, and likeness (NIL). Likewise, 57% of Americans agree that the monetization of NIL has a positive impact on college athletics by ensuring college players are fairly compensated. (Read more.)

The brand experiences that matter to fans

From merchandise to sporting events, fans’ priorities vary— but showing team loyalty through apparel remains popular across generations. (Read more.)

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