74% of sports content consumers access exclusively from mobile devices

The latest study of Comscore, “The pulse of sport in the digital environment”, demonstrates the leadership of smartphones as a platform for the consumption of sports content in all its expressions, whether related sites, online meetings or social profiles.

According to Comscore, Spain leads in digital reach online sports content, reaching 77.8% of the total population (more than 30.6 million Spaniards). The mobile phone is the most used device, with 74% of users mobile-only and the leading sport, as it could not be otherwise, football, grouping the 78% of the sports digital audience in Spain.

Social networks emerge as a key agent in this digital ecosystem. Not only do they help to double the reach of the content, but they allow duplicate audiences. As an example, Marca: with a desktop and mobile audience of 14.1 million people, manages to expand its deduplicated audience by 10.9 million people, reaching a total audience of 18.4 million people.

In the section audiovisual, YouTube has established itself as the preferred social platform for sports fans of all age groups. However, TikTok It holds second place in the youngest targets (18 to 24), Instagram in 25 to 34 years old and Facebook in those over 35 years old. In these channels, not only the own soccer brands, such as FC Barcelona, ​​Real Madrid CF and LaLiga, lead the engagement in networks, but also the athletes establish themselves as influencers.

2026 It will be a key year with great global events, such as the Winter Olympic Games, Women's Euro Cup, Men's World Cup or F1 Madring. Yes, as the report points out “Social networks are no longer just a channel, but the digital stadium where the emotions, affinities and opportunities of sport are defined”, detailed monitoring of digital audiences becomes essential to know how, where and who and to anticipate any change in the interests of Internet users.

The full report is available, here.