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For decades, the Super Bowl has been the gold standard of live sports broadcasting — one of the few events still capable of uniting millions in front of their screens at the same time. Yet new research shows that the growing array of digital devices and content are fundamentally shifting the way fans watch the Super Bowl and other major live TV events.
This change in viewing patterns expected for the 2025 Super Bowl reflects a seismic shift in how all major live events are consumed, shared, and monetized. From sports championships to awards ceremonies, we are witnessing the emergence of the content continuum: a seamless ecosystem of live, on-demand, social, and interactive elements that redefine audience engagement.
The Super Bowl As A Case Study In Evolving Sports Consumption
Gone are the days when the Super Bowl was a single-screen experience. New data from Adtaxi’s 2025 Super Bowl Survey found that almost 70% of the big game’s total audience will use secondary media to engage with Super Bowl-related content and almost half of Americans choose streaming and connected TV over cable and broadcast options. The findings demonstrate that today’s fans engage across multiple platforms, devices and formats, weaving together a broad range of content that extends far beyond the live game broadcast. This ecosystem can include:
Live-streamed player cams and alternate commentary feeds Pre-game analysis, athlete interviews, and betting odds breakdowns Instant social media clips, real-time memes, and viral moments Post-game press conferences, recap videos, and fan reactions
This layered approach is no longer