Americans Are Using Streaming Services More Frequently Than Ever For Super Bowl LVII, According To A New Survey

Streaming’s Steady Rise: For the first time in Adtaxi poll history, streaming viewership (30%) has an advantage over cable (29%) and broadcast (26%) viewing.

This indicates that more American adults than either cable or broadcast TV intend to watch the Super Bowl online. In the not-too-distant future, experts believe that streaming services will surpass broadcast and cable TV combined, if this trend holds.

Cross-Channel Consumption: More than half of adults (52%) will watch the Super Bowl on a digital screen other than their primary one. This number increased from 46% the previous year. 15% of respondents said they would be on a sports website while watching, while 36% said they would be on social media.

Social Gatherings Have Returned: The poll shows that after the pandemic, huge gatherings have increased and more people are leaving their homes. Viewing by oneself or members of one’s immediate family has decreased by 6% since 2022 (43%) 32% of us will watch the Super Bowl at home, at someone else’s house, or at a restaurant or bar this year. This is an increase from 22% in 2021, when the pandemic was at its worst, and 25% last year.

Pre-Kickoff Purchases: This year, 64% of American adults will make purchases in advance of the Super Bowl. Snacks will be purchased in advance of the game by half of us (48%)—a 4% increase from 2022. In addition, more Americans (37%) will purchase soft drinks than alcoholic beverages (29%), continuing a pattern from the previous year. Additionally, takeout will continue to be a top priority for viewers, with 27% intending to buy prepared foods.

Why People Are Watching: Among most Americans, interest in the game itself is higher this year than in the advertising and half-time show. In contrast to the pandemic years, when interest was biased toward advertising, this represents a change. Don’t undervalue those advertisements, though! The fact that 63% of Americans who say they won’t watch the Super Bowl are nevertheless pleased about the advertising is particularly noteworthy.

Americans Are Using Streaming Services More Frequently Than Ever For Super Bowl LVII, According To A New Survey

Streaming’s Steady Rise: For the first time in Adtaxi poll history, streaming viewership (30%) has an advantage over cable (29%) and broadcast (26%) viewing.

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