While Germans continue to spend cautiously on discretionary items in the face of economic uncertainty and multiple crises, the number of live sports viewers is on the rise. 45% of Germans watched live sports in the 12 months to March 2025, up from 34% in March 2023. This increase is driven by a heightened demand for sweet escapes and mood boosting experiences during tough times, which spectator sports offer.
With a diversifying media entertainment market, moving from traditional free-TV to online and streaming platforms, including social media, audiences are presented with more options than ever. This means the competitive landscape for spectator sport brands is evolving, forcing them to innovate to maintain consumer screen time.
To engage audiences in a competitive market, spectator sports brands need to make watching sports more entertaining. This can include flexible rules for added excitement, cross-category collaborations for products like fashionable merchandise or new broadcasting methods, such as social media streams. They can also use technologies to enhance the viewing experience. For example, AR overlays can provide real-time match stats, live chats can enable fan interaction and personalisation options, such as the ability to choose camera angles, can make the viewing experience more immersive.
With rising viewership, spectator sports provide Germans with a mood booster in tough economic times. However, in a competitive media landscape, brands need to innovate with a focus on entertainment to stay relevant.
Silvia Hondt, Senior Research Analyst
This Report focuses on German adults’ experience of watching live spectator sport, either at an event venue or broadcast via television or the internet. Listening to live radio commentary and watching television highlights or live coverage on a time-shift basis are not included in the core definition of the Report.
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