With the upcoming Super Bowl LIX, featuring the Kansas City Chiefs against the Philadelphia Eagles from the Superdome in New Orleans, again expected to dominate broadcast television viewing, new data suggests streamers will be a big part of the audience.
About 56% of total Super Bowl viewers — approximately 67 million people — expected to also stream the event this year, according to new data from VegasSlotsOnline. Based on an online survey of 1,000 respondents, 64% of adult Gen Z and Millennials (ages 18-34) will opt for streaming, compared to just 19% of viewers aged 65 and older.
The game is being live-streamed for the first time on the ad-supported Tubi platform, in addition to broadcaster Fox Sports’ streaming access across YouTube TV, Fubo TV, Hulu + Live TV, Sling TV, and NFL App.
The average Super Bowl streamer is expected to spend about $53.59 monthly on streaming services, contributing to a total estimated spend of $1.23 billion across the United States on Super Bowl streaming alone.
The data suggests that nearly 70% of viewers will engage with multiple platforms during the event. The shift towards second-screen use, including social media and exclusive content, highlights a growing trend of blending sports viewing with digital entertainment.
The Super Bowl continues to be a major driver of tech purchases, with 21% of viewers investing in a new entertainment system specifically for the big game, spending an average of $107.91 on upgrades. This figure rises to 26% among 35-44-year-olds, who are spending an average of $118.97 — making them the highest-spending age group for home entertainment systems this year.
Separately, pop culture continues to influence Super Bowl viewing, with Taylor Swift becoming a central draw for younger audiences. The study found that 9.6 million will be tuning in to catch a “Swiftie moment.”
In fact, 13% of viewers aged 18-24 and 13% of viewers aged 35-44 plan to watch specifically Taylor Swift moments, which is ironic given Swift’s famous lucky number. This trend dovetails with a larger shift in media consumption, where cultural icons are increasingly driving streaming behaviors, not just sporting events.
The “Taylor Swift Effect” is fueling a spike in younger audiences, many of whom are streaming the game from their smartphones and tablets as they simultaneously follow Swift-related content across social media platforms. This new wave of viewers is embracing a fully digital experience, where social media, streaming, and real-time moments all converge into a multi-layered experience.
“As streaming, second-screen engagement, and tech investments surge, the Super Bowl has evolved from a traditional TV event into an all-encompassing, multi-device experience,” read a VegasSlotsOnline statement. “[With] younger generations embracing digital platforms, the Super Bowl has become a central hub for pop culture and entertainment in the digital age.”
Source: mediaplaynews.com
