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Learn More →Canada Sports Consumers
They’re Highly Engaged and Divide Their Attention Across Leagues, Streaming and TV, and Betting Apps
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Table of Contents
Executive Summary
The media habits of sports fans span many digital formats
Frequent bettors shape sports betting
Recommendations
Sources
Media Gallery
About This Report
Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.
Table of Contents
Executive Summary
The media habits of sports fans span many digital formats
Frequent bettors shape sports betting
Recommendations
Sources
Media Gallery
Canada’s sports audience is highly engaged but dispersed across viewing channels, social discussion hubs, and betting formats. Fragmentation creates opportunity and pressure as marketers chase avid fans while also serving casual fans who shift platforms and behaviors quickly.
Key Question: How have digital tools transformed sports fandom in Canada?
Key Stat: Some 42% of live sports viewers use both linear TV and streaming to watch games, per Vividata.
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authors
Paul Briggs
Contributors
- Ross Benes
- Senior Analyst
- Chris Keating
- Kyndall Krist
- Senior Copy Editor
- Penelope Lin
- Director, Data Visualization
- Heather Sprung
- Senior Editor
- Emman Velasco
- Chart Editor
- Paul Verna
- VP, Content
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