Audio Is The Main Destination For Avid Sports Fans.

The profile of sports fans as mostly older males glued to game coverage on TV is no more, according to a research-driven report in Audacy’s Insights blog, showing the norm is now about more audio-driven avid fans with interests across a wider range of sports and larger variety of sports content.

“The most avid sports fans don’t live on TV anymore,” Audacy’s report says. “New research shows [they] are younger, more diverse and more likely to be reached through sports audio. Today’s sports culture is rapidly expanding to new sports and leagues, and bringing new fans along. Women’s hockey, basketball, soccer, and volleyball attract passionate fans, while the traditional pro leagues cultivate more diverse, younger and global audiences.”

A Vision Insights study finds that sports radio and podcast listeners display a significantly higher avid fan base compared to sports fans overall, across all major team sports leagues. For sports radio, that avid fan base is 41% higher than among any sports fans. “In modern sports marketing, avidity is the new scale,” the blog says, “and sports audio delivers the highest avidity of any platform.”

Why does avid fandom matter? Audacy’s blog points out that “in today’s fractured media landscape, sheer audience size tells only part of the story. What matters more is how deeply people care. The avid fans are completely immersed. They listen to pre-game breakdowns on their commute, stream post-game reactions before they even leave the stadium parking lot, subscribe to podcasts for insider analysis [and] follow players across platforms.”

That’s a key takeaway for advertisers. “Avid fans don’t just absorb content — they seek it out,” the blog says. “In today’s sports landscape, brands can chase passive reach across screens, or they can align with the environments fans actively prioritize. The difference shows up in outcomes.”

Indeed, Vision Insights’ study of nearly 2,300 sports fans age 18+ shows that avid fans drive brand purchase, with 60% connecting brands to some of their most memorable experiences, while they are 2.5 times more likely to consider a brand that supports their favorite team. “When fandom becomes habit, advertising isn’t an interruption,” Audacy’s blog says. “It’s part of the experience.”

When it comes to the profile of the modern sports fan, diversity is the name of the game. Audacy reports that fans are younger, more multi-cultural and female: 27% are in the 18-34 age bracket, 38% are Asian, Black and Latino, and 38% are women.

While there are major differences between the media habits of sports fans under age 34 and those over 55, it’s worth noting that overall, seven in 10 avid fans say they use every medium possible to keep up with their favorite teams and sports, with more than one-fourth of sports audiences saying they consume four or more hours of sports content daily.

“Among younger avid fans, live TV isn’t the primary touchpoint — sports podcasts, sports radio and social platforms often are,” the blog says. “These younger fans in particular are redefining fandom. These fans turn to podcasts, YouTube, sports talk, fantasy leagues, social media, sports betting and even watching their favorite athletes’ game on Twitch to fill their cup. These platforms are not secondary — they’re now premium sports content. Live games are the center of sports fandom, but super fans will go across platforms to find community, insights, and deepen their experience.”

As more advertisers realize the power of these fans, Audacy’s blog says, “brands will continue to double down on sports to take advantage of engaged mass-reach audiences. Audio offers access to more avid fans, and a stronger ROI. Radio, streaming, and podcasts offer brands something TV often can’t: flexibility, speed and the ability to take meaningful ownership around teams, leagues and big moments.”