The role of social media: How sports fans engage online
How likely, if at all, are you to follow your favorite teams and athletes on social media?
of US sports fans are likely to follow their favorite team on social media.
of US sports fans are likely to follow their favorite athlete on social media.
YouGov Surveys, March 14 - April 9, 2025.
US sports fans n> 650. N/A - I don't have a favorite team/athlete, N/A - I don't use social media respondents excluded. Likely: net of much more likely or more likely.
Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply.
Game highlights
Personal life updates
Causes/charity efforts
Interaction with other athletes
Training routines
Nutrition/health content
Interactions with celebrities / influencers
Participating in social media trends
Brand/Product recommendations
Sponsored content
YouGov Surveys, March 14 - April 9, 2025.
US sports fans n> 750. "Don't know" and "None of these" responses not shown.
The role of social media While game highlights are the most popular content type, fans also want off-field updates
Interaction with other athletes are enjoyed by more than 1 in 5 sports fans, highlighting the opportunity to use this to bring in fans from different sports through collaborative content.
Brand/product recommendations and sponsored content are rated lowest, with fans being suspicious of corporate messages. Looking for ways to align these with more popular areas, such as nutrition/health content, will help them land as authentic and aligned with fans' interests.
The role of social media Generation spotlight: What each age group enjoys on social
Younger sports fans are significantly more likely to want to see personal life updates and training routines from their favorite athletes, highlighting a more personal and engaged level of fandom among the group. The 55+ group has the least interest in off-field interactions.
YouGov Surveys, March 14 - April 9, 2025.
Question: Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply. US sports fans by age n> 100. "Don't know" and "None of these" responses not shown. Top 6 options over-indexing for sports fans aged 18-34 (compared to US sports fans)
Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply.
YouGov Surveys, March 14 - April 9, 2025.
US sports fans by gender n> 350. "Don't know" and "None of these" responses not shown. Top 6 options with highest differences between Male and Female sports fans shown. Sorted by difference
