Still, 63% of fans consume sports content online, with 32% of those watching highlight videos. The research shows that 40% of online fans follow sports via a smartphone and 29% do so via a tablet.
Consumption via mobile is growing, coming in at 35% this year versus 21% in 2011.
The research comes from the annual Global Sports Media Consumption Report from Sporting News Media in partnership with Kantar Media and publisher TV Sports Markets. Data also shows that 25% of fans follow sports via social media and 77% of social fans do so with Facebook, 47% via YouTube and 33% with Twitter.
While TV remains the top platform for sports content, Sporting News Media President Jeff Price said advertisers have opportunities to “complement” it online because people “want to go deep” and “relive it.”
The latest research shows that 94% of fans used TV to consume sports, 63% did so online and 52% via print. All three showed declines this year, but the 9% drop for print was triple the amount for TV and online. The research comes from an online survey of 1,000 U.S. adults 18-plus conducted in February.
Sporting News Media includes SportingNews.com and a syndicated service of digital video from major sports leagues and other entities.