Edison: 65% of fantasy football players rely on sports audio

In 2022, 29.2 million Americans played fantasy football, making it the most popular game in an $11 billion fantasy sports industry. Now Edison Research has new insights into how audio influences the way fans stay connected to their fantasy teams and make the right decisions.

The first look at the Sports Audio Report: Diverse Fans, produced in collaboration with SiriusXM and GroupM, shows that sports audio is an important resource for these highly engaged fans. The report highlights that 65% of fantasy sports gamblers rely on audio content to manage their teams, while 60% of sports bettors view audio as a crucial tool in their betting decisions.

Why is this important? Edison found that 56% of fantasy sports players would prefer their fantasy team to win over their favorite sports team. Players and bettors look to audio content – ​​be it on-air or streaming – for real-time updates, expert analysis and relevant statistics.

Sports audio aimed at fantasy players can also reach a highly desirable audience. Last season the average age was ESPN Fantasy Football participation was 35.4, with over 60% of NFL fans ages 18 to 29 participating, compared to 26% of those 30 and older.

Earlier this year, Edison released his first Sports Audio Report and stated: Fans spend over six hours a day with audio content and dedicate more than 90 minutes to sports-related audio content. Key drivers include unique perspectives from talent and personalities as well as exclusive content. A significant 86% use audio to stay connected to their favorite teams, while 58% listen to connect with fan communities. Sports audio listeners also spend more on merchandise: Podcast listeners spend an average of $321 per year, compared to $185 for sports video viewers.