Football Spectators Embrace On-Field Purchases and Social Interaction During Game Time
A new study by Horowitz Research, titled State of Media, Entertainment and Tech: Viewing Behaviors 2025, has shed light on the viewing habits of NFL fans, revealing a shift towards technology and interactivity in the game-day experience.
The study highlights that sports programming plays a crucial role in the acquisition and retention strategies of both traditional media platforms and the streaming industry. The NFL audience is redefining what it means to be a fan, blending technology and interactivity in unprecedented ways.
One of the key findings of the report is the popularity of multi-angle options among NFL viewers. Nearly half (48%) of multicultural NFL viewers prefer alternate views, player perspectives, and drone footage during live games. However, this preference is less common among total NFL viewers, with only 39% engaging with such options.
Another significant trend is the increased use of the second screen, such as smartphones and tablets, during NFL games. These devices have become just as important as the TV screen for many viewers, providing an additional layer of engagement. Roughly two-thirds (66%) of total NFL viewers, and especially multicultural NFL viewers, engage with live social media content.
The study also emphasizes the importance of interactive features in the viewing experience for NFL fans. Gaming is becoming a central part of the experience, with nearly half (48%) of multicultural NFL viewers engaging with TV content through video games or other interactive gaming features related to live sports events. This trend is also visible among total NFL viewers, with 43% engaging in such activities.
The cost of NFL media rights pacts is at a record-breaking $110 billion over 11 years, according to S&P Global Market Intelligence Kagan. This significant investment underscores the value that media companies place on sports programming, including NFL games, in their acquisition and retention strategies.
The study further shows that NFL viewers, and especially multicultural NFL viewers, over-index on using all types of streaming services. In Germany, for instance, multicultural NFL viewers primarily use streaming services such as ran.de, DAZN, RTL+, and the NFL Game Pass to watch games, including regular season matches, playoffs, and the Super Bowl. Free streaming options are also available via rtl.de, ran.de, and Joyn.
The report also reveals that nearly as many multicultural NFL viewers (48%) shop for sports merchandise while watching live games, compared to total NFL viewers (51%). This finding underscores the potential for media companies to capitalize on the habits of NFL fans in their coverage.
In conclusion, the NFL audience is embracing technology and interactivity in unprecedented ways, turning the game-day experience into a multi-dimensional event. The findings from Horowitz Research's latest annual report provide valuable insights for media companies looking to capitalize on the habits of NFL fans in their coverage.
