Sports Viewership Isn't Dying, It's Just Moving to Highlights

A new Global Sports Survey from Altman Solon reveals the sports industry is bullish on growth, not because of traditional TV, but because younger fans are overwhelmingly choosing non-live highlights over full games.

• The highlight reel life: The report finds 88% of sports executives are optimistic about the next year. This confidence comes from a new reality: non-live content now commands three times more attention than live games for viewers aged 18-34. The commitment gap is stark, with fewer than four in ten young fans watching an entire event, compared to 61% of those over 65.

• Data is the new goal: This fragmentation creates a monetization headache, pushing the industry to pivot from selling broadcast rights to building a data-driven ecosystem. "Sports monetization gains will be increasingly driven by leveraging fan and team data, not just live broadcasts,” noted Matt Del Percio, an Associate Partner at Altman Solon.

The future of sports media isn't about getting young fans to watch a three-hour game; it's about owning the fan relationship across every clip, stream, and data point. As the industry adapts, the focus is shifting to new frontiers, including evolving investment strategies for a new asset class and leveraging platforms like Roblox for fan engagement. Meanwhile, the rise of short-form content is being powered by AI's transformation of video production, enabling the creation of highlights at scale.