Whether content creators are a force for good in the world of sports may depend on who you ask. Some have reported that influencers attract attention to events and tournaments and bring in new audiences. Others may see them as a disruption or a distraction: the behaviour of YouTubers and TikTokers at the U.S. Open, for example, recently caused Wimbledon to clarify that content creators would not receive special privileges at the 2027 lawn tennis competition.
But what do fans think?
According to new YouGov Surveys data, some 19% of sports enthusiasts watch a lot of sports content on social media, with 53% saying they watch a little. A quarter say they watch none at all (27%).
As for their views on content creators/influencers who produce this material: opinion is more positive than negative. A third of sports fans (34%) have an overall favourable opinion of content creators/influencers, with a quarter holding an unfavourable view (23%).
This changes along age lines. Three in five 18-34s, for example, are favourable about these creators (60%), with just 13% feeling negative. Among sports fans aged 35-54, this falls to 38% favourable/18% unfavourable. The over-55s are least positive about influencers in sport (15%) and more negative than any other age group (32%).
Boxing and football fans more likely to have a positive view of sporting influencers
Opinion also varies based on the particular sport. Boxing has seen a fair bit of controversy around the impact of content creators: for just one example, the exhibition fights between Jake Paul and Mike Tyson, Anthony Joshua, and others have brought attention (and record streaming numbers) to the sport – but some pundits contend that this is a negative development.
But boxing fans are more likely than fans of other sports to say that content creators have had a positive (30%) impact, rather than a negative one (22%).
It’s a similar story with football fans (30% vs. 23%) and tennis fans (28% vs. 25%). Among followers of rugby (28% vs. 25%) and golf (29% vs. 27%), opinion is closer; cricket fans are most likely to think that influencers have had a negative impact (22% positive vs. 35% negative).
When asked what kinds of influencers they gravitate towards, sports fans overall say they watch content creators/influencers such as journalists or analysts; sports experts who don’t necessarily have professional experience (37%). Three in ten also consume content made by influencers who have some professional athletic experience (31%), or that made by sports fans (31%). Just 15% watch content made by those who are not primarily known for their experience or interest in sports.
What sports content are fans watching on social media?
We also polled Britain’s sports fans on the kinds of sports content they were watching on social media. Highlights were the most popular among the public (61%), and indeed every age group. News and rumours followed (41%), but there were more splits along age lines. Among 18-34 year olds who watch sports content on social media sites, 45% consume news content, falling to 39% of 35-54 year olds and 38% of over-55s.
Entertainment content ranks third overall (40%), ranking higher among 18-34s (46%) and 35-54s (48%). It is less popular among over-55s (25%).
Similarly, analytical content is fourth-placed among the public (39%), bolstered by particularly strong performance among 18-34s (47%). Just three in ten members of the oldest age group watch this content (30%).
Some three in ten watch behind the scenes content (29%), although here 18-34s (34%) and 35-54s (33%) are a little closer. Older Britons, again, are least likely to watch this content (19%). Among those who watch BTS content, three-quarters are most likely to watch player interviews that peek behind the curtain (75%), followed by humorous content involving players/staff (70%). Over half (54%) are interested in behind the scenes coach/staff interviews, while two in five want to see training sessions (41%) or match/game preparation (38%).
Methodology
YouGov Surveys: Self-serve provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 13-14 October 2026 with a nationally representative sample of 2,011 adults (aged 16+ years) in Great Britain – 1,019 of whom said they were very or fairly interested in sports – using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain and reflect the latest ONS population estimates.
Image: Getty
