Report: Sports Podcasts Emerge As Home Base For Diehard Fans.

Sports podcast listening has surged, with the just released “State of Audio: Sports Fandom,” report showing that the share of sports listening happening via podcasts has increased by 71% during the last five years. The finding helps underscore how the sports media landscape has shifted as fandom stretches well beyond live game broadcasts.

“Fans don’t just want the final score anymore. They want the analysis, the backstory, the debate, and the personalities around the game. That’s why sports podcasts continue to grow,” writes Richard Deitsch, host of the “Sports Media with Richard Deitsch” podcast, in the study.

The growth in podcast consumption is not casual listening. According to the report’s platform breakdown, sports podcast listeners have one of the highest concentrations of avid fans — 81% of NFL podcast listeners qualify as avid (rating fandom 5 to 7 on a 7-point scale). That level is higher than live game TV viewers (77%) and social media followers (78%). The study concludes that “across media, audio attracts the most avid sports fans.”

The report argues that this concentration of diehards is critical for advertisers. “That emotional investment is what drives action,” it says. Among young fans especially, podcasts are central to what the report calls an “era of immersive sports,” where highlights, betting, fantasy leagues, and analysis combine into a personalized ecosystem.

The Audacy-produced analysis also underscores how podcasts are closely tied to fans’ desire for deeper sports knowledge and insider access. It says modern fans “want more: the blood, sweat, tears, and behind-the-scenes look at life on and off the pitch,” adding that “sports audio takes fans behind the game, where loyalty deepens.”

That appetite translates into measurable engagement as 79% of avid fans who listen to podcasts say they love having “inside knowledge” about sports vs. just 50% of non-listeners. The report concludes that fans who engage with athlete stories and off-field content are “more emotionally invested, more attentive, and more likely to stay connected between games and seasons,” positioning podcasts as a key source of deeper sports understanding.

Gen Z’s habits reflect that shift. The study notes that younger avid fans are highly active across digital, social and audio platforms, including strong engagement with sports podcasts vs. older audiences.

The report also highlights trust dynamics unique to personality-driven sports audio. “Sports audio works because of the people behind the mic,” it says. “Audio hosts and creators aren’t just commentators. They’re connectors.” Nearly half (48%) of fans surveyed say they’re happy to support products recommended by their favorite hosts.

That trust translates into measurable brand lift. The report shows sports podcast listeners are 80% more likely to trust brand sponsorships vs. typical sports fans. Audacy says across sports campaigns it has run that have included both podcasts and radio, advertisers saw an average 40% lift in product purchase and usage vs. brands advertising elsewhere.

Live podcast events are also expanding. “Live podcast events are becoming cultural moments of their own,” the report says, noting shows are increasingly traveling to all-star weekends, championships, and draft events, turning listeners into participants and blurring the line between media and fandom.

Ultimately, the study argues that as sports viewing fragments across television, streaming, and social media, audio has become a foundational outlet for fans and advertisers alike. “In a world where fandom is scattered across countless channels, audio remains the anchor,” it says.

Download the report HERE.