The news: Sports podcast consumption on Spotify jumps sharply after games, surging 358% in the days following events, per Spotify data shared with EMARKETER. Consumption also rises before games, climbing 172% above average in the lead-up, pointing to a growing window of opportunity for advertisers to reach engaged fans beyond live viewing.

The sports edge: Live sporting events are a critical investment because they consistently provide a large, stable audience—but engagement also extends to the conversation around sports beyond the game itself.

• Spotify’s data shows that, in a media landscape shaped by evolving digital habits, the event alone no longer captures the full picture of sports engagement; what happens outside the game on social platforms is often just as compelling to audiences.
• While major events like the Super Bowl or the Olympics are out of reach for many advertisers, engaging with sports fans in the broader conversation allows smaller budget brands to participate meaningfully without the high cost of in-game advertising.