While streaming platforms attempt to claim a larger share of sports viewership, new research from TVB shows that traditional broadcast television remains essential to sports enthusiasts who follow multiple sports throughout the year.
TVB’s 2026 Sports Survey takes an in-depth look at how sports viewers consume live events and sports news, with a special focus on sports enthusiasts.
“The findings underscore the enduring power of local broadcast television and how it’s essential to sports audiences,” the advocacy group representing broadcast television advertising interests shares.
Among the key findings, TVB found that for sports enthusiasts, linear television is the preferred way to view sports, including football, basketball, baseball, hockey, golf, soccer, auto racing or tennis.
Additionally, sports enthusiasts skew their linear sports viewing to the large TV screen while a high percentage of streamers use small screens.
TVB also shared that, based on its study, some 90% of sports enthusiasts feel it is important for local sports to be shown on local broadcast TV. And, 75% of sports enthusiasts watch sports on local broadcast TV at least twice a week.
Lastly, TVB data show broadcast TV news is the top choice for sports enthusiasts to watch/listen to the latest news on sports, with local broadcast TV streaming/websites the top digital choice.
