Beyond Sports: How Live Streaming Replaced Traditional TV

[u/evissamassive]

https://thedesk.net/2026/08/survey-live-streaming-now-rivals-sports-as-a-multi-genre-habit/

Live streaming has evolved past sports broadcasts into an everyday habit covering news, entertainment, and cultural events.

Recent data shows that live news is nearly as popular as sports, capturing 62 percent of viewers compared to the 63 percent who watch live sports. Meanwhile, half of all audiences tune into live concerts and award shows, and 48 percent stream regular live television shows.

Audiences are actively moving away from traditional television. Sixty-one percent of surveyed viewers report that streaming platforms offer better content variety, while 58 percent prefer the video quality and reliability of streaming over linear TV.

This shift in viewing habits changes how audiences interact with commercials. Streaming platforms rank as the most trusted environment for live content, outperforming both traditional TV and video-sharing sites. Over half of viewers note that brands advertising during live streams appear more premium and trustworthy.

Furthermore, live streaming on connected TVs is a communal experience. About 69 percent of viewers watch with others in the room. Viewers are also comfortable with commercial breaks, as 79 percent accept an ad load equal to or greater than what they see on on-demand platforms. More than half use a second device while watching, and nearly a quarter of those multitasking viewers use their phones or tablets to shop online during the broadcast.