Precision in Play: Optimizing Multi-Platform Sports Investments
Unlocking incremental reach in a multi-screen world
Live sports: The ultimate cultural anchor.
Maximizing reach requires a unified approach across linear and streaming. This guide uncovers the complementary viewer profiles that exist across platforms, revealing new engagement opportunities.
Three key characteristics of live sports audiences
Three key characteristics of live sports audiences
Viewing habits are driving market growth
Sports events accounted for a significant 29% of all ad supported viewing in 4Q25. Multi-platform broadcasts are helping advertisers target specific age demographics and reach a broader audience.
Platform is defining audience
Marketers can target a specific audience by looking at the broadcast platform, with linear TV and streaming attracting distinct demographic profiles. The NBA has leveraged this to increase 2025–26 season viewership by 18% through January of 2026.
Reach isn’t limited to live events
Sports fans are flocking to Free Ad-Supported TV (FAST) platforms to watch highlights, documentaries, and other sports-related content. With 220 channels dedicated to sports-related content, it is the second largest FAST genre overall.
