Vividata finds 19.5 million NHL fans are spread across generations, with younger fans combining TV, streaming and social media
TORONTO, ON (September 24, 2026) – The stereotypical Canadian hockey fan is getting harder to define. New data from Vividata’s Spring 2026 SCC | Sports study finds Canada’s 19.5 million adult NHL fans span generations, levels of fandom and increasingly different ways of watching and following the game.
No generation dominates the NHL audience. About 27 per cent of fans are aged 18 to 34, 25 per cent are 35 to 49, 24 per cent are 50 to 64 and 24 per cent are 65 and older. More than 5.3 million NHL fans are aged 18 to 34, representing more than half of Canadians in that age group. Men account for 52 per cent of all NHL fans, with their share rising to 55 per cent among Avid Fans and 60 per cent among Super Fans.
“There really isn’t one Canadian hockey fan,” said Pat Pellegrini, president and CEO of Vividata. “The audience stretches across generations and different levels of fandom, and how people stay connected to hockey also varies considerably. For broadcasters, teams and brands, understanding that audience means looking beyond any single definition of a fan.”
Younger Fans Mix Television, Streaming and Social Media
The differences between generations are less about whether Canadians follow hockey than how they follow it.
Television remains the leading source of hockey news, highlights and scores among NHL fans aged 18 to 24, used by 52.2 per cent. Social media is close behind at 47.5 per cent. Among NHL fans aged 65 and older, the gap is much wider. Television is used by 70.2 per cent for hockey information, compared with 26.2 per cent who use social media.
Younger fans are also combining screens rather than simply replacing television. Among NHL fans aged 18 to 24, 51.5 per cent use a connected or smart TV to watch live professional sports, while 43.3 per cent use a mobile phone and 30.4 per cent use a computer.
Thirty-five per cent follow live professional sports weekly through a television sports package, while 21.9 per cent use apps, 21.7 per cent use streaming websites and 18.3 per cent stream through social media.
The pattern continues among NHL fans aged 25 to 34, with 54.6 per cent using a connected or smart TV to watch live sports and 42.1 per cent using a mobile phone.
Fandom Extends Beyond the Live Game
Younger fans are also engaging with sports well beyond the live event. More than two-thirds of NHL fans aged 18 to 34 engage with the sports they follow through other content, including pre- and post-game programming, documentaries, television series and podcasts.
“The choice isn’t television or digital,” said Pellegrini. “The data show fans using both, with younger audiences in particular moving between large screens, phones, streaming, apps and social media. The opportunity is to understand all the ways fans engage rather than focus on one platform or one type of fan.”
From Casual Fans to Super Fans
The NHL audience also spans very different levels of engagement. Of Canada’s 19.5 million NHL fans, 6.2 million identify as Casual Fans, 6.8 million as Avid Fans and 4.1 million as Super Fans. Overall, nearly 11 million, or 56 per cent, identify as Avid or Super Fans.
The most committed fans devote significantly more time to sports. NHL Super Fans spend an average 8.8 hours per week following live sports while they are in season, compared with 4.8 hours among Casual Fans.
Their engagement also begins earlier. Nearly two-thirds of Super Fans, 64.8 per cent, begin watching live professional sporting events before they start, including 31 per cent who tune in for pre-game programming.
The findings are based on Vividata’s Spring 2026 SCC | Study of the Canadian Consumer. NHL fans are Canadian adults aged 18 and older who identify as Somewhat, Casual, Avid or Super Fans of the NHL.
About Vividata
Vividata is Canada’s authoritative source for insights on cross-media and consumer behaviour, delivering Unmatched Insights. Smarter Decisions. As the country’s leading provider of cross-platform audience measurement, Vividata surveys over 75,000 Canadians each year on 100,000+ variables, offering the most complete view of how people live, shop, and consume media. A not-for-profit governed by industry leaders, Vividata reinvests in innovation to provide unmatched, privacy-first insights. Its flagship SCC | Study of the Canadian Consumer is the largest syndicated study in Canada, complemented by solutions like Spatial, Relevance, and Metrica, along with specialized multicultural, sports, and brand affinity reports.
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Andrew Findlater
SELECT Public Relations
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