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Sports have always served as a point of connection between people — but sports broadcasting took that bond to new heights. When live sporting events are broadcast on television or streamed , viewers can watch alongside fans from around the world as a competition unfolds. It creates an unparalleled sense of camaraderie, and as a result, televised sporting events bring in large viewership numbers (plus plenty of advertising dollars).
Sports fans today, however, are consuming their favorite sporting events in different ways, and the next generation of industry thought leaders will need to understand the numerous ways in which the world of sports is evolving. Knowing what sporting events people love most and how they want to experience them could help you create powerful career opportunities in this ever-growing industry.
The World Atlas notes that the most popular sport in the world is soccer, with more than 3.5 billion fans worldwide. This impressive figure represents nearly half of the global population of 8 billion, who are united by their love for this dynamic and captivating sport. It is no wonder, then, that the FIFA World Cup is the pinnacle of sporting events, drawing the largest audience of any competition in the world.
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According to FanNation Futbol, the final game of the FIFA World Cup in 2022 brought in more than 1.5 billion viewers around the world, including both television and streaming viewers.
The tournament was a global phenomenon, reaching more than 5 billion viewers who watched some of the action on various platforms and devices. This staggering number surpasses other international sporting events in viewership. The tournament also generated a massive social media buzz, with 93.6 million posts across all platforms that had a cumulative reach of 252 billion and a total of 5.95 billion engagements.
Around the turn of the 20th century, when the ways we communicated with one another were rapidly changing, it was clear that people would want to use the latest technology to keep abreast of their favorite sports teams.
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Updates about major sporting events and games were first sent on the telegraph wires, and once radios became a household staple, people could get up-to-date information right from their living rooms. By the middle of the century, live sports broadcasting on radio and television became the norm. Ever since that time, fans of all ages have been tuning into sporting events they care about.
Long before every home in the United States had a television set, sports events were broadcast live on TV. The first televised sporting event occurred in 1939. The National Broadcasting Company decided to give live coverage a try, and they broadcast a Columbia-Princeton baseball game to nearly 400 TVs in the local area. The audiences loved it, so they quickly began covering major league games — and the rest is history.
Over the years, sports viewership continued rising, particularly as technology became more accessible and affordable to the masses. In the U.S., the Super Bowl became the clear favorite among audiences, with viewers increasing rapidly year after year. This fervor over the Super Bowl essentially led to Super Bowl Sunday becoming an unofficial national holiday of sorts — with people having parties, buying new large-screen TVs and tuning in to watch the game as well as the infamous commercials. In 2023, the Super Bowl drew in more than 115 million viewers in the United States, making it the most-watched Super Bowl of all time.
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The rise of live sports broadcasting also began to shape pop culture, especially in the U.S. There was a sense that everyone had to tune into these major events because no one wanted to be the person who didn’t witness that incredible play or seemingly impossible catch. Around the world, people are drawn to live sporting broadcasts because they want to feel part of something larger than themselves, and there is a sense of camaraderie that comes from cheering on a team or an individual athlete with both friends and strangers.
International sporting event viewership trends tend to look slightly different from American sports trends, as fans across Europe, Africa, Asia and the Middle East prefer different sports. Data compiled by the World Atlas shows soccer and cricket as two of the most well-loved sports around the world, whereas basketball and baseball have the most fans in the United States specifically.
While the Men’s World Cup is considered the most-watched sporting event internationally, the Women’s World Cup is not far behind. The event’s popularity has increased significantly in recent years, with more than 2 billion viewers in some capacity in 2023, per an article on Statistica.com. According to Reuters, the broadcast peaked on BBC One, with more than 12 million viewers tuning in at once — which was more than the Men’s Wimbledon final that same year.
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By bringing together world-class athletes from around the globe and having them compete in the name of their country, the Olympics attracts an international audience that is different from any other televised sporting event.
In 2020, during the Tokyo Summer Olympics, more than 3 billion people tuned into the televised events. In 2022, the Winter Olympics in Beijing drew an international audience exceeding 2 billion viewers. The vast number of sporting events available, as well as the compelling tales of athleticism and heroism, make them some of the most captivating live sports broadcasts.
The Cricket World Cup is a beloved event around the world, particularly for enthusiasts in England, India and Australia, where the sport is incredibly popular. The 2023 Cricket World Cup was considered a resounding success. Across the entire event, it’s possible that more than 2 billion people tuned in — but the highest concurrent viewership level took place during a semi-final match between India and New Zealand, when 53 million people were watching at once. According to the Economic Times, that was the highest total global viewership ever recorded for a cricket match.
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It might come as a shock to an American sports fan, but the Tour de France pulls in higher viewership numbers than the Super Bowl game. According to Advertising Week, global viewership for the Tour de France totals more than 3.5 billion across the entire event, making it one of the most-watched sporting events in the world. Its highest viewership numbers typically come from the French audience; in 2023, more than 42.5 million French viewers tuned in.
It may not be the Men’s World Cup, but the UEFA Champions League event is still one of the most widely-viewed sporting events in soccer. According to U.S. News and World Report, more than 450 million viewers tuned into the final game in 2023.
Wimbledon is the ultimate destination for tennis fans who want to witness the highest level of the sport. The tournament attracts millions of viewers who stream the BBC’s coverage on their preferred platforms and devices. In fact, 54.3 million streams were recorded between the BBC’s iPlayer and BBC Sport streaming platforms. This viewership was an increase from the previous year’s 53.8 million.
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Content consumption is changing rapidly around the world, with more people using their phones and mobile devices to catch the shows and events they want to see. Rather than tuning into a traditional TV broadcast, more and more viewers are looking into their streaming options. As a result, the sports industry is rapidly changing and adjusting to accommodate the evolving preferences and advancing technology of today.
As digital sports viewership continues rising rapidly, the sports broadcasting industry has had to evolve and meet the needs of consumers who want instant gratification and immersive experiences. More than 90 million people are expected to watch live sports on digital platforms in 2025, which is a 26 percent projected jump from current levels. The
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