55% of Fans Find Teams and Players via Short-Form Video in Pre-Season

WSC Sports Report: 55% of Fans Find Teams and Players via Short-Form Video in Pre-Season

WSC Sports releases its 2025/26 Pre-Season Fans’ Viewing Habits & Trends Report, aligned with the start of NBA pre-season and the launch of the league’s $76B media rights agreements with Disney, NBCUniversal, and Amazon. The report highlights that fan attention and revenue potential are increasingly determined before the regular season begins as 67% of fans consume pre-season content weekly, and one in six do so daily.

Key Highlights

Team Loyalty: Nearly 60% of fans say strong pre-season content makes them more likely to follow a team.Early Spending: 75% are just as likely or more likely to buy tickets, merchandise, or subscriptions before the season begins.Content Demand: 80% of fans expect as much or more content before the season as during it.Preview Content: Almost three-quarters say predictions, rankings, and storylines drive their excitement.

“Pre-season is when the competition for fans begins,” says Daniel Shichman, CEO & co-founder of WSC Sports. “It is the stage where attention is secured and where financial outcomes are shaped. Rights holders that undervalue this window risk falling behind before the season starts.”

Additional Findings

Discovery Through Short-Form Video: 55% of fans discover new players, teams, or leagues through TikTok and YouTube Shorts.Preview Content Drives Excitement: Nearly 75% say preview content such as predictions, rankings, and storylines is central to their excitement.Top Pre-Season Sources: Fans turn to three primary sources before the season: sports apps (52%), social media (51%), and TV (48%).

Business Implications For Rights Holders

For leagues, broadcasters, and commercial partners, the findings confirm that pre-season is now a high-value period for capturing audiences. Fan loyalty and purchase decisions are being formed in advance of the first game, influencing the return on long-term media rights and sponsorship agreements.

Access the Full Report

The full 2025/26 Pre-Season Fans’ Viewing Habits & Trends Report is now available, including detailed survey results and ten strategic recommendations for rights holders, leagues, and broadcasters.

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