Leveraging insights on the observable behavior of over 250 million consumers from EPIC (Elevate Performance and Insights Cloud), Elevate reveals how sports audiences are evolving. From 18 million U.S. boxing fans loyal to both linear TV and streaming, to diverse, bilingual communities driving YouTube and podcast over-indexing, EPIC uncovers the unexpected behaviors that shape cultural influence and create commercial opportunity.
When Canelo Álvarez and Terence Crawford meet this Saturday, millions across the United States will be watching. The event is more than a championship bout: it is a showcase of how a broad, diverse, and passionate community of boxing fans is reshaping live sports engagement. For marketers, the data reveals powerful lessons about what matters to today’s audiences and how to build connections that last beyond the final bell.
Boxing Fans Are Diverse and Dynamic
The sport attracts more than 18 million adults nationwide. Men lead at 56.5 percent, and age groups are spread across the spectrum, with strong clusters among 25–29-year-olds and 50–53-year-olds.
Boxing also connects across languages and cultures. Eleven percent of fans speak Spanish at home, indexing at 130, underscoring the importance of bilingual engagement. This mix of generations, genders, and languages creates a dynamic fan base.
TV Still Rules, but Streaming Is Rising Fast
Television remains a cornerstone. More than 18.1 million fans watch most often on linear TV, a staggering 99.5 percent of the audience in that category. At the same time, streaming has carved out serious influence. Netflix counts 7.26 million boxing fans, Prime Video 6.17 million, and Disney+ over-indexes at 134. The standout is YouTube, which over-indexes at 204.
This weekend’s bout underscores that shift. As USA Today notes, “The historic event, dubbed ‘The Fight of the Century,’ will be an exclusive treat for Netflix subscribers. The streaming giant will make this epic battle available at no additional cost to its 300 million-plus subscribers” (USA Today, Sept. 5, 2025).
While Netflix delivers global reach and cultural scale, the data shows that YouTube is the hidden powerhouse for engagement. It over-indexes at 204 among boxing fans, far above other streaming services. For marketers, this is the opportunity: pair Netflix’s mass exposure with YouTube’s depth and community to create storytelling that stretches well beyond fight night.
Fans Crave More Than the Fight
Boxing audiences don’t just show up on fight night. They actively seek out stories, analysis, and debate. YouTube channels reach 16.9 million fans (index 123). Podcasts attract 12.8 million (index 171). Radio holds 8.8 million (index 176). Streaming services as a media category over-index at 202.
Fans also look to influencers for connection. Within sports influencers, “boxing” itself draws 16.7 million fans and over-indexes at an extraordinary 681. This shows how audiences engage not only with the sport but with the voices that bring it to life.
The message is clear: fans want content before and after the bell, and they want it delivered by platforms and personalities they trust. Marketers who deliver context, conversation, and credible voices will stay top of mind.
Hot Spots Across the Map
Geography tells another story. New York has 1.88 million fans and indexes at 156. Texas is a powerhouse, with Houston and Dallas–Fort Worth each above 140. Las Vegas and New Jersey also over-index heavily, along with border markets like Laredo and McAllen.
For marketers, these regional clusters represent more than numbers on a map. They are opportunities for targeted campaigns, watch-party partnerships, and community-based activations. In New York, scale provides reach across multiple demographics. In Texas and border markets, bilingual outreach and cultural authenticity are essential. Las Vegas offers not just fans but a global stage for hospitality and live experiences. New Jersey’s over-indexing base points to a smaller but intensely loyal fan community.
Boxing’s geographic footprint is therefore not uniform — it is concentrated, diverse, and rich with cultural nuance. Savvy marketers will use this to their advantage by tailoring activations to local strengths rather than defaulting to a one-size-fits-all approach.
From the Ring to Retail
Boxing fans don’t just watch — they gear up. More than half of the category interest goes to boxing accessories (57.7%). Punching bags index at 110, gyms at 101, and shorts at 106, showing that many fans take the sport into their own routines.
Spending power is mixed but leans toward value-conscious. Households earning $50,000–$99,000 index at 106, while those under $50,000 index at 114. That combination signals a middle-income core with a sizable price-sensitive segment.
For marketers, the takeaway is clear: products, bundles, and experiences that feel authentic to the sport and hit the right price points will land hardest with fans.
The Bigger Picture for Sports Marketing
Boxing fans illustrate where all live sports audiences are headed. Loyalty to TV remains strong, but streaming is now critical for engagement. Diversity and bilingual communities are not the exception; they are the future. And the hunger for podcasts, YouTube content, and radio proves how much fans value stories, not just scores.
Marketers who adapt to these patterns will win beyond fight night. They will be the ones building campaigns that connect across cultures, platforms, and moments in time.
As USA Today observed, “Netflix made history by broadcasting the Jake Paul vs. Mike Tyson fight in November 2024, achieving 38 million concurrent streams in the U.S. to become the most-streamed sporting event in history” (USA Today, Sept. 5, 2025). The upcoming Canelo vs. Crawford bout on Netflix signals that this shift is no longer experimental — it is the new normal. For marketers, the message is unmistakable: the future of sports engagement is being written right now, and the fans are shaping it.
Source:
Flores E. Why is Canelo vs. Crawford on Netflix? Everything to know for September fight. USA Today. Published September 5, 2025. Accessed September 11, 2025.
https://www.usatoday.com/story/sports/boxing/2025/09/05/why-is-canelo-vs-crawford-on-netflixdate/85994910007/
