Sports Fans Prefer Connected TV Over Social Media Platforms
New research confirms that fans increasingly bypass social feeds for dedicated sports websites and immersive streaming apps.
Updated on Oct. 29, 2026 in Internet
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Do you prefer streaming sports on television over following live coverage through social media?
Recent research indicates that sports fans now prioritize Connected TV and open internet platforms over social media for engagement. Survey data covering 3,550 individuals reveals a shift toward immersive digital environments for following live events.
Why it matters
As streaming becomes the primary vehicle for high-fidelity sports viewing, the traditional reliance on social media for fan interaction is declining. This shift forces broadcasters and digital publishers to re-evaluate their distribution strategies to match consumer preference for dedicated apps and web-based content.
Fans report using open internet sources 1.6 times more often than social media to follow sporting events. Additionally, 84% of respondents now maintain at least one active Connected TV sports subscription.
The players
Formula 1
The premier international auto racing series that operates a global digital ecosystem for fan engagement.
DP World Tour
The primary professional golf tour in Europe, which manages its own digital content distribution channels.
AFC Asian Cup
The premier association football competition in Asia that manages wide-scale digital broadcast rights.
The details
Connected TV describes internet-enabled television sets or streaming devices, such as smart TVs and dedicated consoles, that deliver video content directly to the screen. Open internet sources in this context refer to non-social platforms, including proprietary club applications and independent sports news websites. Fans utilize these digital spaces as second-screen experiences while watching live events, effectively prioritizing dedicated reporting over the fragmented, algorithmic feeds found on social media.
Timeline
Over the next 12 months, the Middle East is scheduled to host multiple major international sporting events.
The Tech Race
This development marks a departure from the historical dominance of social media as the primary second-screen for live events. It signals a shift where content creators are increasingly prioritizing open web channels to capture the 68% of fans who favor immersive, high-definition streaming environments.
Fans will likely see an increase in exclusive content hosted on team-specific apps and dedicated sports portals during live broadcasts. These platforms are designed to provide the cinematic viewing experience that over 60% of fans now seek during major events.
The takeaway
Sports organizations are moving away from social algorithms in favor of direct-to-consumer digital channels to improve fan retention. Readers should monitor upcoming tournament viewership reports to see if this trend forces a reduction in social media-exclusive content updates.
Further reading
Learn more about the latest trends in global media consumption in our Internet section.
Source note: This article includes information reported by Campaign Middle East.
Live Poll
Do you prefer streaming sports on television over following live coverage through social media?
