Streaming the Game:

Some replied that betting or involvement in fantasy leagues were their main motivating factors for viewership. As students engage in sports betting they are invested in the outcomes. They want to have that extra something that really draws them into the sporting event and makes it seem more meaningful to them. When including fantasy leagues in this discussion, in many cases these leagues satisfy both the gambling itch while also increasing the social interaction based on the sports viewing.

“I mostly keep up with the NFL because of fantasy football and betting,” said Taylor Crabtree, a senior. “It makes the games way more interesting, even if I don’t support the teams.”

In terms of frequency, responses varied largely. Some students reported watching sports content daily, while others only tuned in once or twice a week. This inconsistency may be due to variations in busy academic schedules or selective interest in certain sports or teams. 

A Kansas State University study, College Student Sport Viewership Habits and Attitudes, echoed these findings. The study found that most students prioritize convenience, multitasking ability and the availability of highlight clips. One statistic that varied from mine was that in the Kansas State study, many students were more likely to watch a three-minute recap on YouTube than sit through a full game. In my study, when students were asked what type of content they prefer whether it be full games, highlights, interviews or analysis, 15 respondents still chose full games as one form of their preferred content. 

Streaming services often offer lower costs compared to cable packages, but price still remains a concern for many students. Paramount+, which airs NFL games and UEFA Champions League matches, offers a 25% student discount. Peacock, home to Sunday Night Football and Premier League soccer, drops to $1.99 a month with student verification. Apple TV+ includes some MLB and MLS coverage and is free with a student Apple Music subscription. ESPN+ does not currently offer a student discount, but according to my survey students are finding cost savings by sharing accounts or using family plans. 

Of the 46 surveyed, 20 said that the price affects which service they choose. Many students also admittedly still view sports on their family’s accounts, suggesting that shared access continues to shape viewing habits with over half of my respondents still being on their family’s streaming plans. 

“I only use YouTube TV because my parents already pay for it,” said Ian Keeney, a sophomore. “If I had to subscribe on my own, I probably wouldn’t bother.”

The study showed that those who were paying for additional services didn’t always end up continuing that service.

“I paid $200 for NFL Sunday Ticket which is on YouTube TV which is already $90 a month, which is why I ended up dropping YouTube TV,” one respondent said.

To gauge how pleased students were with their preferred platforms, they were asked to rate how likely they would recommend their current service to a friend on a scale from 1 to 10. The average response was right around 5. This indicated that although students are using these platforms, they are not necessarily tied to them. 

The takeaway? Sports networks and teams looking to engage with college-aged audiences must adapt to new viewing behaviors. That means prioritizing more short-form content, optimizing viewing for mobile and ensuring their services are competitively priced or easy to share. 

As first-year student Tyler said, “If it’s not on my phone, I’m not watching it."

This generation of sports fans are not turning away from sports but rather just watching in different ways than ever before. It will be up to the sports and entertainment industries to sort out the monetization of the different formats.