Fans spending less time watching sports, reveals poll

KUALA LUMPUR: The modern sports economy is being shaped less by loyalty and more by logistics. Fans are not walking away from sports, but they are becoming far more selective about how much time they are willing to give, and under what conditions.

That was the finding of a recent Harris Poll. The poll found that across formats, platforms and demographics, one insight now stands out: time is contextual.

On weekends, longer viewing commitments remain acceptable. On weeknights, they are not. Willingness to watch sport for more than two hours drops from 43 per cent on weekends to just 26 per cent during the working week.

Move the same product onto mobile and tolerance falls further, with only 17 per cent willing to watch a two-hour-plus event on a phone.

This shift is measurable and cuts directly into how sport is packaged, scheduled and monetised. The challenge facing rights holders is not declining enjoyment.

Fans already rate their current enjoyment at 3.29 out of five, compared with a desired level of 3.55, meaning they are achieving about 93 per cent of the enjoyment they seek.

The shortfall, however, is most pronounced among Gen Z and non-fans – audiences that are especially sensitive to time, flexibility and platform. This points to a demand not for more content, but for better allocation.

When fans are asked to design their ideal sporting event, a 90-minute window consistently emerges as the sweet spot. That preference cuts across age groups and formats.

It reflects modern routines, where sports compete not only with other entertainment but also with work schedules, family commitments and mobile-first consumption.

The implication is clear: sports must feel shorter.

The same event is experienced very differently depending on context. In person, 51 per cent of fans are willing to commit to a longer game. At home, tolerance varies by daypart. On mobile, stamina shrinks dramatically.

Distribution has expanded faster than format has adapted. A broadcast built for a Saturday afternoon television audience is now also expected to work on a weekday night phone screen. Increasingly, it does not.

Formats must adapt by daypart and platform rather than rely on a single, universal duration.

For new or flexible properties, the response can be structural. Time-boxed games, two-hour caps and clearly defined endpoints align naturally with weeknight viewing and mobile behaviour.

For established leagues, where core rules are harder to change, the opportunity lies elsewhere. Clear start and end times, defined windows of action and well-designed condensed formats can reshape how a product is experienced.

This reframes viewing from an open-ended commitment into a manageable appointment.

Importantly, shortening the perceived experience does not mean diluting the product.

Fans care more about rhythm and fairness than raw volume of action. A balanced cadence is preferred over constant scoring or prolonged high-stakes builds.

Competitive integrity remains non-negotiable, with 90 per cent insisting the game must stay fair and 84 per cent saying they would disengage if it feels scripted.

Access features such as instant rules, tactics overlays, mic-ups and bodycams are welcomed when they enhance understanding, not when they manufacture drama.

The winning posture is unscripted transparency: show more, explain more, but let outcomes remain real.

For broadcasters and sponsors, time sensitivity reshapes value. Attention is no longer measured solely in minutes watched, but in how well those minutes align with real-world routines.

A shorter, clearly defined viewing window can outperform a longer broadcast if it reduces friction and drop-off.

Pricing strategies are also affected. Fans respond more positively to clear, all-in offers than to fragmented choices, particularly for live events.

The experience becomes easier to justify when both time and cost are predictable.

Recognising that time is contextual may be the most commercially important adjustment the sports industry can make, by changing how it fits into everyday life.