A new study from VegasSlotsOnline reveals a dramatic shift in Super Bowl consumption, with 56% of viewers expected to stream the event this year, equating to approximately 67 million people out of the 119.7 million total expected viewers.
reshaping how Americans experience the game
This growing trend towards digital platforms, particularly among Millennials, is reshaping how Americans experience the game.
While many people will be watching in groups at parties, sharing streams, the calculation accounts for the average group size of three viewers per stream, which is typical for social viewing events like the Super Bowl.
This adjustment emphasizes the powerful shift from traditional TV to a multi-device, social experience, where streaming plays an increasingly central role.
Game or Spectacle? Why Viewers Are Really Watching
When asked why they watch the Super Bowl, respondents gave surprising answers.
Majority Watch for the Game
59% of respondents cited the game itself as their main reason for watching the Super Bowl, with men (74%) significantly more likely than women (47%) to prioritize it.
Halftime Show a Strong Draw for Younger Audiences
42% of viewers tune in for the halftime show, with interest peaking among the 18-24 age group (59%) and 25-34 age group (55%).
Advertisements Remain a Key Factor
Nearly one-third (31%) of viewers watch for the commercials, with interest consistent across age groups and regions.
Social Aspect Matters, Especially for 35-44 Age Group
28% watch for the social experience, rising to 36% among those aged 35-44.
Crowd Moments and Taylor Swift Factor
12% enjoy crowd reactions, while 8% specifically look for a Taylor Swift-related moment, with the highest interest (13%) in the Gen Z and Millennial categories.
Regional and Gender Differences
The Northeast shows the highest engagement with the halftime show (46%), while the Southwest leads in Super Bowl ad interest (38%). Women (44%) are more likely than men (38%) to watch for the halftime performance.
Struggling with the Rules
21% of Americans admit they don’t fully grasp football’s rules, including 9% who don’t understand the game at all. The Southwest has the highest percentage of those who struggle (12%), while the Northeast leads in football knowledge, with 51% saying they understand the rules very well.
Generational Viewing Habits: A Shift in Priorities
The survey found a clear generational divide in how Americans engage with the Super Bowl:
Gen Z leads in game viewership
61% of 18-24-year-olds tune in to watch the game, higher than any other age group.
Millennials are the biggest halftime show fans
55% of 25-34-year-olds watch the halftime show, the highest among all generations.
Gen X values advertisements
34% of 45-54-year-olds say ads are a key part of the Super Bowl experience, the highest of any age group.
Boomers focus on socializing
36% of 55-64-year-olds prioritize socializing and celebrations over the game, more than any other generation.
Gen Z leads in streaming
58% of 18-24-year-olds prefer to watch the game online, compared to just 23% of Baby Boomers.
“The Super Bowl is no longer just about football; it’s a full-scale entertainment event,” said a spokesperson for VegasSlotsOnline, “Whether it’s the commercials, the Halftime Show, or even social media discussions, brands have more ways than ever to engage audiences beyond the game itself.”
Methodology
This survey was conducted by VegasSlotsOnline in collaboration with OnePoll, between February 2 and 5, 2025, polling 1,000 US adults on their Super Bowl viewing habits. The data was weighted to ensure a nationally representative sample based on age, gender, and geographic region.
To estimate the total spend, the number of expected viewers (67 million) was divided by the average group size of three, resulting in an estimated 22.33 million individual streams. This figure was then multiplied by the average spend per person of $64.68, arriving at the total projected spend of $1.44bn across the U.S. for Super Bowl streaming.