- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Sports and Athletes Report
Young people are sports fans—but the leagues they love, the screens they’re watching on, and the athletes they’re rallying behind are changing fast. Most Gen Z and Millennials are consuming sports content weekly, or even daily, following athletes across social media, and their favorite sports stars shape their purchase decisions. But reaching them requires understanding a sports landscape that looks very different from the one their parents grew up with.
In YPulse’s 2026 Sports & Athletes Report, we break down which leagues are winning with each age group, how young people are watching sports content, who their favorite athletes are and why—and how brands can tap into the influence athletes have over young consumers’ lives and wallets.
Download the full report for further insights
- Which sports leagues young people are fans of, and how preferences differ by age, gender, and region
- Where they're watching sports content—and why streaming and YouTube have officially overtaken cable
- Who their favorite athletes are, what makes someone a favorite, and the role personality plays in fandom
Report length: 23 pages, North America report is based on surveys of 1,500 13-39-year-olds in the U.S. and Canada, fielded December 2025
Additional survey content for Pro users:
The full list of open-end responses on who young people name as their favorite athlete and why, how many young sports fans are paying for streaming services specifically to watch sports, and how many would support a team based on their stance on social issues. The Data File also includes data split by the following demographics: Gender, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Sports Fan Status, and Parent