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.

The trend is exemplified by the growing popularity of leagues like MLS, where all matches are exclusively broadcast on streaming services. New fans are being introduced to the league in a 100% digital environment, fostering a sense of connection that transcends location.

Furthermore, the study found that younger fans are more willing to travel long distances to see their favorite teams and players in person. According to a 2024 global American Express survey, more than one-third of adults were planning to travel for sports in 2025, with 38% of those fans planning trips longer than six hours. This suggests that the sports travel industry is poised for continued growth, with fans prioritizing immersive experiences over local loyalty.

The shift in fan allegiance is also evident in the increasing prevalence of road fan invasions, where supporters of visiting teams outnumber the home team's fans. This phenomenon has been observed in various sports, including the NFL, where Packers fans recently dominated the crowd at Acrisure Stadium in Pittsburgh, and the 49ers fans have dubbed SoFi Stadium, the home of the Los Angeles Rams, as "Levi's South" due to their large numbers.

As the sports landscape continues to evolve, the industry must adapt to cater to the changing preferences of younger generations. The focus on player-centric fandom and the desire for global connectivity are shaping the future of sports consumption and fan engagement.