Data About Young Sports Fans Spells Doom For Future Of Sports-Talk Radio
The future of sports-talk radio is bleak.
A new SiriusXM and Edison Research study found that 64 percent of sports fans frequently or occasionally listened to sports content throughout the last year via some form of audio.
However, three times as many consumers between ages 13 and 34 chose podcasts over radio.
The rate at which listeners have pivoted from radio to podcasts has been a slow burn, spanning most of the last decade. And older demographics still prefer terrestrial radio content, particularly when it pertains to local sports content.
Nonetheless, the disparity in favor of podcasts among younger listeners ought to be concerning for the radio industry. An industry cannot avoid erosion if it cannot adequately replace an aging demographic with newcomers – see the newspaper industry.
Preventing a similar fate as newspapers will be challenging.
The most relevant voices in the space are primarily podcast hosts. Radio titans still exist, though more in name than relevance.
Dan Patrick and Jim Rome are institutions, but podcasters Big Cat, PFT Commenter, Pat McAfee, and Shannon Sharpe are far more influential in the discussion.
At this point, Colin Cowherd is better known digitally and on television than on radio, on which "The Herd" still airs.
PFT Commenter recording a new podcast episode at the office of Barstool Sports in Manhattan, New York. PFT Commenter is the co-host of the nation's top-rated podcast "Pardon My Take" and the face of the popular controversial sports media site, Barstool sports. (Photo by Demetrius Freeman/For The Washington Post via Getty Images)
Perhaps the last promising development in the sports-talk industry was the double-digit growth Will Cain and Clay Travis saw between 2018 and 2020. However, Will and Clay moved to political-talk in 2020 and 2021.
Since then, very few radio hosts have shown any hint of sustained success. In fact, ESPN Radio, the former undisputed leader of the genre, has essentially punted on its lineup.
We kid you not, the current ESPN Radio lineup is as follows.
– Unsportsmanlike with Evan, Canty and Michelle at 6:00 a.m.
– Greeny at 10:00 a.m.
– Carlin vs. Joe at 12:00 p.m.
– Freddie and Harry at 3:00 p.m.
– Amber & Ian at 7:00 p.m.
Admittedly, we did not know who any of those hosts were other than Mike Greenberg, who hosts the show only part-time.
Clearly, ESPN calculated that radio is no longer worth the investment. It might not be.
PHILADELPHIA - Jason and Travis Kelce pose for a photo during Game 1 of the NLCS between the Arizona Diamondbacks and the Philadelphia Phillies at Citizens Bank Park October 16, 2023. (Photo by Gabriella Ricciardi/MLB Photos via Getty Images)
Looking ahead, radio affiliates could take a page out of the conservative talk space by airing podcasts on radio.
For example, affiliates carry podcasts from Ben Shapiro, Matt Walsh, Will Cain, and Dan Bongino. Sports affiliates would be wise to add ready-made podcasts to their lineups to help try and plug the exodus.
The Edison report didn't disclose which sports podcasts are more popular. According to Spotify, here are the top five sports podcasts available:
1. New Heights with Jason and Travis Kelce
2. Pardon My Take
3. The Bill Simmons Show
4. Six Feet Under with Mark Calaway
5. The Pat McAfee Show
The days of "Mike & Mike" and "Mike & the Mad Dog" are no more.
Tweet us @burackbobby_ and let us know which sports radio shows and podcasts you listen to.