PDC
Regional
METHODOLOGY & DATA SOURCES
The US Digital Fan Engagement Index is designed to provide a consistent, repeatable and transparent benchmark of how fans discover, search for and engage with sport online.
The methodology combines third-party data platforms with proprietary tooling developed by Hyperset to normalise, weight and compare large volumes of heterogeneous data across leagues, teams and athletes.
Data Collection
Data was collected between Q4 2025 and Q1 2026 and includes the following core signal categories:
Search demand indicators (global, national and international splits)
Website traffic estimates
Platform audience indicators (YouTube, Reddit, Instagram)
Branded versus non-branded discovery patterns
Territory-specific interest signals
Index-wide normalisation scores
The following third-party platforms were used in the preparation of this report:
SEMrush - KeySearch - SEO PowerSuite - Ahrefs - Google Search ConsoleGoogle Trends - Screaming Frog - Looker Studio - Hyperset proprietary tools. Revenue data is predicated on Forbes and CNBC 2025 revenue reports.
Limitations
This report reflects digital demand behaviour. Metrics such as estimated traffic volumes and platform audiences are directional indicators rather than audited figures.
Legal Notice Disclaimers
The US Digital Fan Engagement Index is published by Hyperset Group Ltd for informational and research purposes only.
All third-party trademarks, platform names and data sources referenced in this report remain the property of their respective owners.
Hyperset does not claim ownership of any third-party datasets. This report does not constitute financial, legal, commercial or investment advice.
Distribution & Usage
Please share, redistribute and republish in full, provided that: The content is not edited, re-packaged or altered in any way
Full attribution is given to Hyperset Group Ltd as the source
A link to the original publication page is clearly included
The report is not sold, licensed or used as part of a competing commercial product
Any derivative use, data extraction, partial republication or commercial exploitation requires prior written consent from Hyperset Group Ltd.
ACTIVE V PASSIVE ENGAGEMENT:INTERPRETING DIGITAL CHANNELS IN THE FAN INDEX
The Fan Index distinguishes between different types of engagement; while there are clear differences between these, the mix and weightings of these channels are crucial:
ACTIVE ENGAGEMENT:
Search traffic
Official website usage
Reddit communities
Where fans actively seek information, interact with owned platforms, or participate in peer-to-peer discussions. These channels are particularly important because they consistently show the strongest relationship with both team revenue and digital value across leagues.
SEMI-ACTIVE ENGAGEMENT: YouTube subscribers
Subscribing to a youtube channel reflects a conscious decision to receive ongoing content, however it does not necessarily imply the same depth of commitment as search behaviour, website usage, or community participation. As such, YouTube subscribers are positioned as a bridge between passive visibility and fully active fandom within the engagement funnel.
PASSIVE ENGAGEMENT: Instagram followers
Following a team or player on Instagram often reflects awareness or affinity rather than sustained interaction. However, passive does not mean insignificant. Instagram remains one of the most powerful channels for global reach and emotional storytelling, and it plays a crucial role in expanding the top of the fan funnel.
US LEAGUES VS REST OF WORLD
BY GLOBAL SEARCH TRAFFIC
The NBA remains the world’s most searched sports league franchise, narrowly gaining more monthly searches than the English Premier League.
US & SELECTED FRANCHISES: DIGITAL ECOSYSTEM BREAKDOWN
BY BRAND
The biggest US franchises record similar shares of web searches and website traffic as a % of their total digital engagement (between 51 and 56%).
CHAPTER 2 THE NFL
team traffic vs team revenue: *49%
MODERATE CORRELATION
active team traffic vs team revenue: *42%
WEAK-MODERATE CORRELATION traffic value vs active traffic %: *91%
EXTREMELY STRONG CORRELATION
Average NFL team digital breakdown:
‘NFL’ brand digital breakdown:
Search = team searched online (active)
Website = traffic to team website (active)
Youtube = subscriber to team youtube channel (active)
Reddit = members of official/main team reddit community (active)
Instagram = followers of team on instagram (passive)
NFL TEAMS BY DIGITAL FAN
ENGAGEMENT SHARE %: SEARCH, WEBSITE, YOUTUBE, REDDIT & INSTAGRAM
The Dallas Cowboys receive c.7.3% of all NBA team online engagement across the world, with the KC Chiefs just behind with 7.2% 7.3%
NFL TEAMS DIGITAL ECOSYSTEM: SEARCH VS
WEBSITE/YOUTUBE/REDDIT/INSTA
Nearly half (47%) of the Miami Dolphin fan engagement listed here comes via their website; this is likely increased due to engagement regarding the Hard Rock Stadium. 47%
