What is the impact of streaming on sports fandom?

Streaming has enabled greater accessibility and content, allowing fans to connect with players globally and fostering the emergence of "borderless fandom." Over 60% of respondents said that streaming enhances their sports fandom experience.

How are fans embracing sports travel?

Fans, particularly from younger generations, are increasingly willing to travel long distances to see their favorite teams and players in person, fueling a booming sports travel industry. According to a 2024 survey, more than one-third of adults were planning to travel for sports in 2025.

Home / Sports / Streaming Fuels Borderless Sports Fandom as Younger Fans Prioritize Players Over Teams

Streaming Fuels Borderless Sports Fandom as Younger Fans Prioritize Players Over Teams

Q: How are younger fans changing their sports allegiance?

Younger fans are becoming less attached to their local teams and more invested in following their favorite players and personalities, driven by the rise of streaming and the desire for global connectivity.

11 Nov

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Summary

Younger fans increasingly loyal to star athletes, not local teams
Streaming drives accessibility and content, enabling global fandom
Sports travel booming as fans splurge on trips to see favorite players

Streaming Fuels Borderless Sports Fandom as Younger Fans Prioritize Players Over Teams

As of November 2025, the sports industry is witnessing a significant shift in fan loyalty, driven by the rise of streaming and the changing preferences of younger generations. A recent study by PMG Worldwide reveals that fans, particularly those from Gen Z and millennials, are becoming less attached to their local teams and more invested in following their favorite players and personalities.

The report highlights that with the growing popularity of streaming platforms, fans are no longer constrained by location-based viewership. Over 60% of respondents said that streaming enhances their sports fandom experience due to increased accessibility and available content. This has led to the emergence of "borderless fandom," where fans can support their preferred players and teams regardless of geographical boundaries.