Multiple streaming services appear on a Roku TV, including Netflix, Hulu, Prime, Disney, Max, Tubi, YouTube, and Apple TV Credit: The Augusta Chronicle

The transition from traditional television to streaming is well underway, but the past few weeks have provided some data to back up that notion.

Last month, Nielsen released its monthly “The Gauge” data, and for the first time, streaming viewership surpassed that of linear TV — which includes both broadcast and cable viewing — in total minutes watched. The Rubicon, as they say, has been crossed.

A new study by Performance Research and Full Circle Research reveals that sports fans are adapting to the new environment. The study, reported on by Sports Business Journal, shows that nine in 10 sports fans are using streaming services to watch sports.

Unsurprisingly, Amazon leads the way as the home of Thursday Night Football, with 65% of respondents reporting that they use Prime Video. ESPN+ followed with 39%, Peacock at 37%, and Paramount+ at 32%.

As one would expect, younger viewers are adopting streaming platforms more quickly than their elders. Sixty-three percent of Gen Z and 56% of Millennials reported increasing their sports streaming usage in the past year, compared to 35% of Gen X and 21% of Boomers.

These studies provide precisely the type of data that sports leagues are looking for when considering the mix of linear TV and streaming to settle on during media rights negotiations.

This fall, the NBA will begin its new set of media rights agreements, which will feature exclusive weekly national games on both Prime Video and Peacock. The 2026-27 NBA season will see an entire Conference Final stream exclusively on the Amazon-owned platform. Streaming exclusives during the NFL postseason are nothing new as well. Two years ago, the league placed a Wild Card round game on Peacock. Last season, Prime Video had the honors.

No doubt, as leagues continue to put premium inventory on streamers, sports fans will continue to follow. It’s simply a matter of knowing how much and how fast. If 90% of sports fans are already using streaming services to watch games, it won’t be long before leagues fully embrace the digital age.

Traditional media companies are also getting on board. By this fall, the last two legacy media holdouts, ESPN and Fox, will have launched their respective direct-to-consumer streaming services. At that point, nearly every sporting event will be available to consumers without a pay-TV subscription. The moves will only accelerate a transition to streaming. By examining the data, it appears that fans are ready.

About Drew Lerner

Drew Lerner is a staff writer for Awful Announcing and an aspiring cable subscriber. He previously covered sports media for Sports Media Watch. Future beat writer for the Oasis reunion tour.