Sports Fans Prefer Open Internet Over Social Media
New research shows that fans increasingly rely on connected devices and web platforms to engage with their favorite sports.
Updated on Oct. 29, 2026 in Internet
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Data reveals that sports fans now prioritize connected TV and open internet sources over social media for their viewing experience. A global survey of 3,550 fans highlights a shift toward high-quality, immersive streaming as the primary driver of modern sports fandom.
Why it matters
The transition away from social media suggests fans are seeking deeper, more cinematic ways to engage with sports content. This shift emphasizes the growing importance of high-fidelity digital platforms in maintaining long-term fan interest.
Connected TV usage is dominant, with 84% of fans holding a subscription and 68% valuing the cinematic quality of streaming. Fans engage with open internet sources, such as official apps and news sites, 1.6 times more frequently than social media.
The players
Formula 1
This is the highest class of international racing for open-wheel single-seater formula racing cars governed by the FIA.
DP World Tour
This is the main men's professional golf tour in Europe that organizes international events across the globe.
AFC Asian Cup
This is the primary association football competition contested by the senior men's national teams of the members of the Asian Football Confederation.
FIBA Basketball World Cup
This is an international basketball competition contested by the senior men's national teams of the members of the International Basketball Federation.
The details
Two in three fans now utilize open internet platforms as a second screen during live matches, while 82% of respondents cited reliving winning moments as a primary engagement driver. This behavior reflects a broader desire for more immersive and reliable digital content outside of standard social feeds.
Timeline
Over the next 12 months, the Middle East will host major events including the Formula 1 season finale and the AFC Asian Cup.
The Tech Race
The transition toward high-definition streaming represents a structural shift from the fragmented, low-latency nature of social media engagement. This technology positions streaming platforms as the primary interface for professional sports consumption, displacing older web-scrolling habits.
Fans can expect a more cinematic viewing experience as platforms continue to integrate second-screen data directly into streams. This shift means users will likely spend more time on official league apps and dedicated sports sites to catch highlights instead of social media feeds.
The takeaway
The move toward open internet sources indicates that fans are prioritizing high-quality digital environments over the noise of social media. Engaging through official league apps often provides a more streamlined and immersive experience for modern sports enthusiasts.
Further reading
Explore deeper analysis of digital media habits on our Internet news page.
Source note: This article includes information reported by Campaign Middle East.
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