LG Ad Solutions has released the findings from a study titled Stadium to Screen, its latest report on the evolving habits of sports viewers across the UK, US, and Canada. The study reveals a shift toward connected TV (CTV) as the primary platform for live sports, signalling a new era in how fans engage with their favourite teams and athletes.
With 74% of UK CTV users now streaming live sports, the report sheds light on changing behaviours and opportunities for brands and streaming platforms alike.
For UK viewers, linear is the preferred method for viewing live sports, with 33% of CTV users streaming live sports on their TV. Sky Sports (40%), BBC (40%), and Prime Video (37%) dominate the top streaming plaforms. The study also showed the higher engagement of sports viewers, with 4 in 10 viewers watching almost every game or match of their favourite teams.
The study also highlights trends in sports betting, multitasking, and advertising during live sports. Two-thirds of UK CTV viewers plan to use sports betting apps in 2025, with bet365 – Sports Betting leading the pack. 85% of viewers multitask during sports events, with sports betting (+50% YOY) and streaming other content (+25% YOY) growing rapidly.
65% of viewers pay attention to ads during live sports, with 76% wishing ads during sporting events were more relevant to them.
“This year’s Stadium to Screen findings highlight the continued migration of live sports to CTV formats and the exciting opportunities this presents for fans, advertisers, and platforms alike,” said Michael Hudes, CEO of LG Ad Solutions.
“Audiences want more than just streaming — they want interactivity, personalisation, and experiences that seamlessly enhance their connection to the game. As the biggest screen in the home becomes the centre of sports viewing, brands have a unique opportunity to captivate fans with relevant, engaging content.”
The study also offered global insights, with Amazon Prime Video and Netflix remaining the top sports streaming platforms in the U.S., with 80% of US CTV viewers watching sports live in real-time. In Canada, hockey reigns as the most-watched sport, while Amazon Prime Video and Sportsnet+ lead for streaming sports content.
LG Ad Solutions surveyed 539 UK adults with an internet-connected TV (CTV) who had watched live sporting events on TV at least once in the past year. Conducted online, the survey explored their behaviours and preferences when it comes to watching live sports on TV.
