Over 50s are increasingly turning to streaming to watch sports

The Star

20-06-2025

Sports streaming is increasingly appealing to viewers aged 50 and over. — AFP Relaxnews
Often considered diehard fans of linear television, viewers over the age of 50 are quietly but decisively shifting toward streaming. Between 2022 and 2024, their consumption of streaming sports content reportedly increased by 21%, according to Nielsen. This shift is forcing sports and media companies to rethink the digital experience for a wider, more mature, and increasingly online audience.
Some stereotypes die hard. People typically assume that young people are addicted to streaming services, while older people are loyal to their TV sets. However, a new study challenges this preconception. According to the "2025 Global Sports Report,' published by Nielsen, streaming consumption of sports content has grown significantly among sports fans aged 50 and over, with a 21% increase recorded between 2022 and 2024.
This is significant growth, reflecting a cultural shift. While streaming platforms have long been popular primarily with younger generations, they are now extending their influence to a more mature audience that has historically been loyal to traditional TV channels. "Live sports remain a powerful driver of fan engagement," the report points out. And it is precisely this lever that has prompted platforms to invest heavily in broadcasting rights, thereby attracting a new audience.
Recently, YouTube achieved a symbolic milestone by announcing that it would livestream an NFL game for free, a historic first for both the video platform and the sports league. But the Google subsidiary is not alone in investing in sports streaming. Netflix already made a notable foray into the field at the end of 2024 by livestreaming two games, while Amazon Prime Video plans to make a splash with "Thursday Night Football,' scheduled for December 25, 2025. The e-commerce giant is no stranger to this field: it already screens several soccer matches as well as French Open tennis tournament matches.
Meanwhile, linear television is trying to reinvent itself to stay relevant. In the United States, the new TGL golf league, which is interactive, high-tech, and tailored for the screen, is a perfect example of this. Since the end of 2024, its fan base has grown by 17%, and each game in its first season attracted an average of 513,000 viewers on ESPN channels, more than college basketball at the same time last year, according to Nielsen. Designed to appeal to young people, the formula appears to be working, since 32% of viewers aged 18 to 34 were not regular PGA Tour viewers. This demonstrates that innovation in formats can revitalize traditional sports... and open them up to new audiences that have previously been largely untapped. – AFP Relaxnews