How teens connect with sports still reflects familiar patterns—males watch and play more, and men’s sports draw the most attention. But there are signs of change beneath the surface. Teens show growing curiosity about women’s sports, even if that interest hasn’t yet reshaped their routines. We asked 244 teens, ages 13 to 19, about how they watch, what they play, and how they engage beyond the game, and found that sports culture is evolving in subtle but important ways. For brands, understanding what’s changing and what’s staying the same could unlock new ways to connect.

While half of teens say they’re interested in watching both men’s and women’s sports, their actual viewing habits tell a different story. Most still spend more time watching men’s games—especially males—and many, again mostly male, say they never watch women’s sports at all. It’s a sign that curiosity is growing, but hasn’t yet turned into routine. For brands, this gap offers a timely opportunity to spotlight women’s sports in content, campaigns, and ambassador choices—getting in early as interest builds and helping shape the trend before it peaks.

Cable is still where most teens turn to watch live men’s sports, with 47% tuning in at least weekly, compared to 31% who watch women's games. Streaming tells a similar story: 45% watch men’s sports at least weekly versus 31% for women’s.

Social media is where teens get their sports in quicker bursts. The gender gap narrows here—half watch men’s highlights weekly or more, and four in ten watch women’s. These short clips outperform full games, whether live or recorded.

In person, most teens attend men’s or women’s professional events at least occasionally. But at the amateur, high school, and college levels, women’s sports pull slightly ahead. High school games are the big draw overall—only 14% to 15% say they don’t attend.

Teens are active in sports, both as players and viewers. Fifty-two percent play weekly or more, while 48% watch sports just as often. And what they watch often mirrors what they play. Football (82%), basketball (74%), and soccer (70%) top the viewing charts. For playing, soccer leads (26%), followed by football (25%) and basketball (18%).

More than six in ten teens also watch or attend volleyball (more popular with females), track and field, wrestling, and baseball. Slightly fewer cheer on cheerleading, swimming/diving, and tennis. Fewer than half follow golf, lacrosse, or field hockey.

Race and age shape preferences. White teens are more likely to follow baseball, lacrosse, and cheerleading, while teens of color are less engaged with hockey, golf, and swimming/diving. As teens near 18, with life beyond high school in view, their interest in sports tends to decline.

But sports aren’t for everyone. One in ten teens never watch, and 14% never play. “I get headaches from the sun,” says a 15-year-old girl from Florida. Others cite lack of interest, time, money, transportation, or confidence.

It's not just the games teens love, it's also the teams, players, and the ability to share their passion with friends. Teens actively follow athletes and teams on social media and trade clips and memes. While the gender gap persists in general, sharing memes is the one instance where women’s sports get more traction than men’s (20% to 18%). One-fifth of teens also follow sports networks and show hosts. Documentaries on men’s sports also attract attention, especially among males (27% vs. 10%).

By and large, respondents sing the praises of participating in sports or being a booster. “I love the freedom and security I feel when I play,” says a 17-year-old male from Washington. “It makes me feel important and useful.” A Kentucky female, one year his senior, confided that athletics “helps me forget about other stuff that may be stressing me out.” And a 16-year-old female from Arkansas sums up the feelings that sports generate for her in three simple words: “Joy and happiness.”

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