As of early 2024, 81 percent of American football fans preferred to watch the sport via live-streaming, followed by 57 percent of basketball fans and 40 percent of baseball fans. In contrast, only 10 percent of winter sports consumers preferred to watch the sport via a live streaming service.

When surveyed in the lead up to the 2025 NCAA March Madness basketball tournament, 46 percent of respondents in the United States who intended to watch the competition answered that they would do so at home on cable or satellite TV. Meanwhile, 21 percent said they would watch the tournament's coverage on streaming services at home.