A New Era of Engagement

Hockey fandom is surging—especially among younger, digitally native audiences. Eighty percent of NHL digital channel users are Gen Z and Millennials, signaling a decisive shift toward immersive, social-first content experiences that extend far beyond the rink.

Expanding Beyond Traditional Borders

The NHL’s fastest growth is happening in places once considered unlikely hockey territory. Vegas and Seattle both play to 100%+ capacity crowds, while the Florida Panthers averaged nearly 97% attendance in 2023–24. League-wide, 96.9% of seats were filled, setting a record 23 million total attendees.

On the broadcast side, U.S. regular-season games averaged 504,000 viewers—up 8% year over year—while TNT’s coverage climbed 17%, including a 24% jump among adults aged 18–34. These numbers prove hockey passion thrives in every corner of the map.

Viewership & Streaming Momentum

The 2023–24 season delivered the NHL’s strongest TV numbers since 2015–16, with average game viewership up 8% across ESPN, ABC, and TNT. ESPN alone saw a 25% year-over-year surge, fueled by rising stars like rookie sensation Connor Bedard and more accessible broadcasts.

Digital engagement continues to reshape the fan experience:

• 46% of NHL fans use social media to connect with the sport.
• 38% watch via live streams.
• Mobile apps and online highlights keep fans engaged long after the final horn.

With 40% of U.S. sports fans now streaming games exclusively, the NHL’s digital-first strategy is meeting audiences exactly where they are.

Standing Room Only

In-arena energy is at an all-time high. Historically, about half of NHL games sold out—but this season, that number surged to 62%, one of the highest sellout rates ever.

Fantasy Hockey: A Growing Niche

While smaller than football’s fantasy market, fantasy hockey is steadily growing. Twelve percent of fantasy sports participants now play fantasy hockey, deepening engagement through player stats, roster management, and friendly competition.

Fan Demographics & Identity

The NHL’s fan base is young, diverse, and socially connected:

• 54% are under age 44—second-youngest among the four major U.S. leagues.
• Younger fans are increasingly “fandom-first”, drawn by star players and social experiences as much as hometown loyalty.
• Hispanic and multicultural audiences are expanding rapidly, especially in emerging hockey markets like Florida, Texas, and Nevada.

This reflects a generation that values connection, storytelling, and community just as much as the action on the ice.

The Power of Digital Innovation

The NHL is leaning into bold, creative ways to connect:

• Collaborations with Roblox and Disney Channel’s Big City Greens brought live animated broadcasts to life.
• NHL.com/EDGE delivers advanced puck and player tracking directly to fans.
• The NHL First Timer series introduces newcomers to the sport, with a particular focus on Gen Z audiences.

Reaching the Modern NHL Fan

• For Betting & Gaming Operators:
  Integrate live-trade odds, player-tracking data via APIs, and immersive live streams to align with how today’s fans consume sports.
• For Media & Tech Companies:
  Serve dynamic, shareable content powered by NHL Fan Insights, EDGE data, and customizable broadcast graphics for personalized, interactive experiences.
• For Teams & Leagues:
  Build beyond the game with themed nights, youth engagement, loyalty programs, and virtual fan experiences—especially in high-growth markets.
• For Brands & Sponsors:
  Gen Z values authenticity. Partner with lifestyle-driven brands, use digital dasherboard ads, and run social-first campaigns to forge genuine connections.

Final Take

Today’s NHL fandom blends tradition with innovation—sold-out arenas, climbing viewership, and a digitally savvy audience redefining what it means to be a hockey fan. With Sportradar’s data, insights, and engagement tools, you can be at the center of this evolution—where passion meets technology to shape the future of the game.