Sports Podcasts Surge 71% in 5 Years as Diehard Fans Shift to Audio

Sports fandom is no longer confined to game day broadcasts, stadium seats, or highlight reels. A new industry report suggests the modern sports fan is increasingly living inside podcasts — not just casually tuning in, but building a daily habit around sports audio as a primary source of connection, analysis, entertainment, and community.

According to the newly released “State of Audio: Sports Fandom” report, sports podcast listening has jumped dramatically, with the share of sports audio consumption coming from podcasts increasing by 71% over the last five years. The findings reinforce a growing truth in sports media: fans don’t want sports only when the whistle blows — they want it 24/7.

As sports viewing becomes fragmented across television networks, streaming platforms, social media, and mobile apps, podcasts are emerging as the most loyal home base for sports communities.

Sports fans listening to podcasts on headphones while watching live sports highlights on a mobile phone

Table of Contents

The Sports Media Landscape Is Changing Fast

For decades, sports consumption meant a predictable routine: watch the match, catch the highlights, maybe read the newspaper recap, and move on.

But today’s sports culture is different.

Fans are constantly consuming:

This “always-on” sports ecosystem has created an opportunity for podcasts to thrive, especially because podcasts offer something traditional broadcasts cannot: depth, personality, and storytelling.

The report argues that sports audio is no longer a supporting platform — it is now a central pillar of modern sports engagement.

Fans Don’t Just Want Scores — They Want Stories

The report includes commentary from sports media personality Richard Deitsch, host of the podcast “Sports Media with Richard Deitsch.” He notes that the rise of sports podcasts is rooted in a major shift in fan expectations.

In simple terms: fans don’t want just results anymore.

They want:

The sports world is no longer just a competition — it is a continuous entertainment product, and podcasts are delivering that experience in a highly personalized format.

Sports Podcasts Are Dominated by the Most Passionate Fans

One of the most eye-catching findings in the report is the concentration of “diehard” fans inside sports podcasts.

The study defines avid fans as those who rate their fandom between 5 and 7 on a 7-point scale.

And the numbers are striking.

NFL Podcast Fans Are Among the Most Dedicated in Sports Media

According to the platform breakdown:

That means sports podcasts are not just attracting casual listeners. They are becoming a hub for the most emotionally invested fans in the market.

The report’s conclusion is direct and bold:

Across all media, audio attracts the most avid sports fans.

This is a major insight for sports leagues, broadcasters, and advertisers, because “avid fans” are the group that spends the most money and stays loyal the longest.

Why Podcasts Are Winning: The “Immersive Sports Era”

The report describes the current sports ecosystem as an “era of immersive sports.” It’s an environment where fandom is not limited to watching games — it extends into an entire digital lifestyle.

Modern sports fandom now blends:

In this ecosystem, podcasts are becoming the glue that connects all these elements together.

Instead of consuming sports in isolated moments, fans now engage with sports like a continuous story — and podcasts provide the long-form space for that narrative to unfold.

Podcasts Offer Something TV and Social Media Can’t: Insider Knowledge

The report emphasizes that sports audio is tightly connected to fans’ desire for deeper understanding and behind-the-scenes access.

While television focuses on live gameplay and social media focuses on short bursts of content, podcasts offer:

The report frames this as fans wanting more than just what happens on the pitch or court.

They want the full emotional and human side of sports — the grind, the sacrifices, the failures, and the victories.

The “Inside Knowledge” Effect Is Real

One of the strongest engagement indicators in the study is the difference between podcast listeners and non-listeners when it comes to “sports insider satisfaction.”

Podcast Fans Feel More Connected to the Game

The data shows:

This is a massive gap, suggesting podcasts aren’t simply entertainment — they are perceived as an educational and exclusive tool for fans.

That “insider advantage” feeling is what keeps listeners coming back, especially during off-seasons when live games slow down.

Sports Podcasts Keep Fans Engaged Between Seasons

One of the most valuable roles podcasts play is helping leagues and teams maintain fan attention even when games aren’t happening.

Traditionally, sports fandom dips during breaks. But podcasts are changing that by keeping fans emotionally connected through:

The report argues that fans who consume athlete stories and off-field content are:

This positions podcasts as a powerful retention tool for sports leagues, teams, and media networks.

Gen Z Is Driving the Sports Podcast Boom

The report notes that younger audiences — especially Gen Z — are shaping the next phase of sports fandom.

Unlike older audiences who may rely on traditional TV broadcasts, younger fans move across multiple platforms rapidly, including:

Gen Z Fans Are “Platform Agnostic”

Gen Z doesn’t see sports media as one channel.

They see it as an ecosystem.

And within that ecosystem, podcasts have become a daily habit, particularly because they can be consumed while:

Podcasts fit naturally into modern lifestyles — and Gen Z is building sports culture around convenience and personalization.

The Power of the Voice: Sports Podcast Hosts Are the New Influencers

A key theme of the report is trust — specifically, the trust listeners place in podcast hosts.

Unlike television anchors who may feel distant or scripted, podcast hosts often feel like friends. They speak directly into listeners’ headphones, creating an intimate bond.

The report describes sports audio creators not just as commentators, but as community builders.

They are:

In many cases, podcast hosts are becoming just as influential as journalists, former athletes, or TV personalities.

Nearly Half of Fans Will Buy What Their Favorite Host Recommends

This is where the report becomes extremely important for brands and advertisers.

According to the findings:

That number is significant because it shows the rise of host-driven influence, similar to what is seen in influencer marketing.

But podcast influence may be even stronger because listeners often spend 30 to 60 minutes per episode hearing a host speak — far longer than a social media post or TV commercial.

Sports Podcast Listeners Trust Sponsors More Than Other Fans

Trust is one of the most valuable currencies in advertising, and sports podcasts appear to have a major advantage.

The report states that sports podcast listeners are:

This suggests that podcast ads are not perceived as intrusive interruptions. Instead, they feel like personal recommendations.

That’s a big shift from traditional sports advertising, where commercials are often seen as annoying breaks in the action.

Advertisers Are Seeing Real Purchase Growth From Podcast Campaigns

The report includes campaign performance insights from Audacy, which produced the analysis.

According to Audacy, sports advertising campaigns that included both podcasts and radio resulted in:

This highlights why more companies are moving their sports marketing budgets toward podcasts.

For advertisers, podcasts offer:

Why Sports Podcasts Are a Goldmine for Brands

From a business perspective, sports podcasts have become one of the most attractive advertising channels because they deliver the exact audience brands want: emotionally invested fans.

These listeners are:

Why Emotional Investment Matters in Marketing

The report makes a crucial point:

Emotional investment is what drives action.

That means when fans are deeply connected to sports, they are more likely to:

Sports podcasts are essentially a direct pipeline to these fans.

Live Podcast Events Are Becoming the New Sports Culture Phenomenon

Another major trend highlighted in the report is the rise of live sports podcast events.

What began as simple podcast recordings is now evolving into full fan experiences.

The report states that live podcast events are increasingly happening at:

These live shows turn podcast listeners into active participants, creating a hybrid experience between entertainment and fandom.

Podcasts Are Blurring the Line Between Media and Community

In the past, sports media was something fans consumed.

Now, sports media is something fans join.

Live podcast tours and stadium-side recordings are creating new “cultural moments” where podcasts become part of the sports event itself.

This trend also strengthens loyalty because fans begin to associate podcasts with identity and belonging.

Podcasts Are Becoming the Anchor in a Fragmented Sports World

Sports consumption is more scattered than ever.

Fans now watch sports across:

In such a crowded landscape, the report argues that audio remains the anchor.

While video consumption is fragmented and algorithm-driven, podcasts offer consistency — a reliable voice fans can return to daily or weekly.

This is especially important for fans overwhelmed by the flood of sports content online.

Key Findings From the “State of Audio: Sports Fandom” Report

Here are the biggest takeaways from the study:

Major Podcast Growth

Podcasts Attract the Most Loyal Fans

Podcasts Beat TV in Fan Passion Concentration

Fans Want Deeper Access

Inside Knowledge Drives Engagement

Host Trust Creates Brand Influence

Strong Advertising Impact

Live Podcast Events Are Rising

Why Sports Podcasts Will Continue to Grow in 2025 and Beyond

Industry experts believe sports podcast growth is far from slowing down, and the report supports that view.

Several factors are fueling the future boom:

1. Fans Want Community, Not Just Content

Podcasts create “belonging,” especially in team-based fandom.

2. More Athletes Are Becoming Creators

Players are launching their own shows, giving fans direct access.

3. Betting and Fantasy Sports Are Expanding

Podcasts are perfect for predictions, picks, and analysis.

4. Audio Fits Modern Lifestyle

People can listen while multitasking — something video cannot match.

5. Trust Is Stronger in Podcasts Than Social Media

Podcast listeners tend to believe their hosts more than influencers.

What This Means for Sports Leagues, Teams, and Broadcasters

The rise of sports podcasts is not just a trend — it’s a signal that sports organizations need to adapt.

Sports Teams Must Invest in Audio Strategy

Teams that produce official podcasts can:

Broadcasters Must Expand Beyond Live Games

Live games will always be central, but fan engagement now requires year-round storytelling.

Leagues Must Treat Podcasts as a Core Media Channel

Podcasts are no longer “extra content.” They are becoming essential fan infrastructure.

What This Means for Advertisers and Sponsors

For brands, sports podcasts are increasingly a premium channel.

Advertisers looking to target sports audiences may find podcasts provide:

Brands that build partnerships with top sports podcast creators can potentially outperform traditional sports commercials.

The Future of Sports Fandom Is Audio-Driven

The report makes one thing clear: sports fandom is expanding far beyond the live broadcast.

Fans want to feel connected to sports daily — not just during matches.

And podcasts are becoming the format that best delivers that connection through:

As sports viewing continues to fragment across multiple platforms, audio appears to be emerging as the one consistent space where fans gather, listen, debate, and stay loyal.

In the evolving sports media world, podcasts aren’t just growing — they’re becoming the modern stadium for the most passionate fans on earth.

FAQs (Google Discover + SEO Boost)

Why are sports podcasts becoming so popular?

Because they offer deeper analysis, insider access, and storytelling that live broadcasts cannot provide.

Are sports podcast listeners more loyal fans?

Yes. The report shows sports podcast listeners include some of the highest concentrations of avid fans across all sports media platforms.

Do podcast ads work better than TV sports ads?

The report suggests they can, as podcast listeners show higher trust in sponsorships and stronger purchase intent.

What role does Gen Z play in sports podcast growth?

Gen Z consumes sports across multiple platforms and prefers personalized, on-demand content, making podcasts a natural fit.

Are live sports podcast events growing?

Yes. Many podcasts now host live shows at major sporting events, drafts, and championships.

Final Thoughts: Podcasts Are Redefining How Fans Experience Sports

The sports industry is evolving quickly, and the growth of sports podcasts is proof that fandom is becoming more immersive than ever.

Fans are no longer satisfied with highlights or final scores. They want context, debate, human stories, and constant connection.

Podcasts deliver all of that — and in doing so, they are becoming the new heartbeat of modern sports culture.

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