Sports Fandom Goes Global — and Digital Audio Is Calling the Play

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From Gen Z to multicultural audiences, sports fandom is being reshaped by digital audio—creating new touchpoints for brands to engage deeply and directly.

Sports fandom is no longer tied to bleachers or living rooms. Thanks to digital audio, the way fans follow and interact with sports has undergone a profound transformation—one that’s as cultural as it is technological.

According to The Sports Audio Report by SiriusXM Media, GroupM, and Edison Research, 66% of Americans—roughly 186 million people—identify as sports fans. But the face of fandom is changing. Women and communities of color now make up a growing share of the audience, and younger generations—particularly millennials and Gen Z—are redefining what it means to follow a team or athlete.

At the heart of this shift is on-demand audio. Where game day once meant tuning into the local radio or crowding around the TV, today’s fans consume sports around the clock—streaming podcasts, commentary, and athlete stories with a swipe or a tap. The appetite goes far beyond scores: fans seek nuance, narrative, and connection.

And brands are taking note. With fans spending an average of 6.5 hours per day on audio platforms, advertisers are finding digital soundscapes an increasingly powerful channel for driving engagement. Whether it’s in-depth interviews, pre- and post-game analysis, or niche sports shows, digital audio offers reach, intimacy, and authenticity at scale.

In an era where attention is fragmented and community matters, the power of audio to unite and activate sports fans is only growing louder.