Skip to main content

< Back to XM Institute


Fan Experience Benchmark: U.S. Professional Sports

For seven years in a row, we have tracked U.S. consumers’ preferences for watching professional sports on TV. This year, we also examined their experience when attending a live sporting event. We evaluated consumer satisfaction across the nine steps that make up a live sporting event journey and include live event scorecards for MLB, MLS, NASCAR, NBA, NFL, NHL, and WNBA.