Sports Streaming Demographics

Much has been made of the aging of Sports audiences on linear TV. But Antenna data indicates that live sports are attracting younger audiences across a number of different platforms and fan types.

For instance, Antenna data indicates that one in three sign-ups to NBA League Pass during the last full season period came from consumers aged 18‒34 years old. In fact, NBA League Pass earned half of its sign-ups from users below 45 years of age — +6pts higher than Antenna’s U.S. Universe.

Antenna also finds that Peacock attracts sign-ups from a young audience during its key sports moments. Over half of sign-ups to Peacock during each of those moments’ opening periods came from users less than 45 years old.

In addition, across the top “league” services Antenna has observed almost 10 million unique individuals in the United States having transacted with one of these services in the past six years—a substantial number for relatively high-priced products targeting a more niche aficionado audience.

These insights come from the latest Antenna State of Subscriptions Report. If you’re interested in receiving your own copy of the full report, you can sign-up to receive it automatically on our homepage

For more detailed information on Antenna’s methodology and definitions of core metrics, please visit

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.