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Inside live sports UK

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Ad Tech Consumer Behaviour TV+
Ad Tech Consumer Behaviour TV+

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Nexxen's research reveals viewing habits for live sports fans around Linear, CTV and digital consumption, and the complexity of today’s landscape 

We at Nexxen spoke to live sports fans to uncover how they consume live sports. What devices do they use, which channels do they watch, and which sports do they consume?

Then we dug deeper, uncovering three core behavioural groups around live sports viewing: Superfans, Dedicated fans, and Casual fans. Our research reveals how each of these groups behaves differently, and how we can use that information to target viewers for advertising.
 

Read Inside Live Sports UK Research

By Luc Benyon, Director International Go-To-Market

Nexxen

Nexxen is the flexible advertising platform that connects data to deliver desired outcomes.

As a unified demand- and sell-side platform with an integrated data management system and creative studio, we’re uniquely equipped to help you improve your programmatic advertising performance and efficiency, no matter where you sit in the ecosystem.

Posted on: Tuesday 5 August 2025

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