Public First analysis shows Sky’s sports coverage divides viewers by region

• Public First analysis of Sky’s sports coverage found it split viewers across all 650 parliamentary constituencies
• Across the 11–18 age group, sports coverage on Sky was watched for 84 minutes, while in the 18–24 age group it was watched for 75 minutes
• Despite sports being a subject that should be shared, without social barriers, it appears to divide viewers along regional lines

New analysis, published on 2026-07-01, shows that Sky’s sports coverage creates a clear split between regions across the UK. The Public First analysis, based on Sky, found it split viewers across all 650 parliamentary constituencies.

Across the 11–18 age group, sports coverage on Sky was watched for 84 minutes, which is higher than in the 18–24 age group. The split is driven by: viewers in the most rural areas watch for around 100 minutes, while those in cities watch for about 75 minutes.

Meanwhile, the biggest split in West-Midlands is between the West-Midlands and the South-West. In particular, the Cumbria constituency watches for the longest, while Birmingham Perry Barr watches for the least.

The author’s analysis highlights a number of factors that may influence the division. On average, there are fewer viewers without social barriers, but the split is larger among viewers with lower incomes, which may affect sports interest.

However, the analysis suggests that in regions with the most rural areas, sports coverage has a stronger impact, while in cities it has a weaker effect. Sky says it is committed to protecting sports rights: 400 million pounds in sports programming investment and 1 million pounds in sports programming rights. The sports industry body, Stefano Pike, said this is a positive step to support sports.

Public First says, based on the analysis, sports coverage can reach up to 640 million pounds in sports programming, while 570 million pounds is reached through advertising. Public First says this is a direct result of the way the system works.

Tags: Europe/Well-being/Sport/Research