Streaming, Social, and Beyond: Where Fitness Enthusiasts Get Their Content

Today's fitness enthusiasts consume media across a diverse range of platforms, combining traditional and digital channels to fuel their wellness journey. From streaming workouts to social media inspiration, these health-conscious consumers curate a rich media diet that reflects their active lifestyle and quest for continuous improvement. Most importantly, they view media consumption not as isolated activities but as integral parts of a comprehensive wellness ecosystem.

For additional detail, and for a full list of sources, please make sure to download the full report: Fitness & Wellness Enthusiasts: Understanding Today's Health-Conscious, Active Consumers.

/// The Digital-First Approach

Fitness enthusiasts demonstrate universal digital adoption, with 100% using the internet regularly. Their sophisticated use of digital platforms reveals a strong preference for health and fitness content, with 22% regularly streaming health videos online and another 22% engaging with beauty and fitness content.

Mobile devices serve as their wellness command centers, with health and fitness apps leading their app usage at 30% adoption. While mobile phones are their primary devices, they're strategic about platform usage. Communication with friends and family leads mobile engagement at 93%, followed by taking pictures and videos (93%), and navigation (89%). This pattern suggests they view their devices as tools for both social connection and practical fitness support.

What sets these consumers apart is their discerning approach to technology adoption. They're 19% more likely to be tech product first adopters, and 27% consider themselves social tech product users. However, they're not just early adopters - they're thoughtful consumers who heavily rely on customer written reviews (43%), family recommendations (42%), and friend recommendations (38%) when making technology decisions.

/// The Streaming Revolution

When it comes to video content, fitness enthusiasts overwhelmingly embrace streaming platforms, with 90% engaging with streaming services. Their platform preferences reveal sophisticated decision-making - while ESPN+ captures the sports enthusiast segment, platforms like Hulu with ads and HBO Max (with ads) also show strong engagement. This willingness to accept advertising on some platforms while paying for ad-free experiences on others suggests a pragmatic approach to content consumption.

Their streaming behaviors demonstrate purposeful viewing habits. Streaming platforms like ESPN+ capture 10% of their attention, Apple TV+ accounts for 12%, and Amazon Prime Video leads with 60%. Streaming preferences include shows like Reacher (8%), Bridgerton (8%), and Cobra Kai (9%). On the device side, Smart TVs dominate at 40%, followed by Amazon Fire TV Sticks at 20%, and Apple TVs at 6%.

Their binge-watching patterns are equally strategic - 71% engage in binge-watching, with 34% doing so often. Rather than casual entertainment, these viewers tend to focus on specific content categories like sports programming, documentary series, and health-related content, suggesting they use binge-watching as a way to deep-dive into topics that support their wellness goals.

/// Social Media: The Digital Sports Bar

Social media plays a crucial role in how fitness enthusiasts build and maintain their wellness communities. While Facebook and YouTube maintain high overall usage (73% and 64% respectively), it's their engagement with professional and community platforms that stands out. LinkedIn captures 31% of this audience, while Nextdoor reaches 15%, suggesting they value both professional networking and local community connections.

Their social media behavior goes beyond passive consumption - they're active participants in the fitness conversation. Approximately 21% follow social media influencers, sports teams, and other popular groups, while 12% actively discuss important societal or political issues. Many use these platforms to organize group workouts, share fitness achievements, and cultivate connections within their wellness community.

Related: The Value Equation: How Fitness Enthusiasts Balance Premium Products with Smart Shopping

/// The Power of Podcasts

Podcast consumption reveals another dimension of how fitness enthusiasts integrate media into their wellness journey. With 51% regularly tuning in, they show 14% engagement than the general population. Health and fitness podcasts lead their preferences, while their high engagement with business and sports podcasts suggests they see wellness as part of a larger picture of personal and professional success.

Their listening habits are strategic, with 37% consuming podcasts at home and 21% during commutes, indicating they use audio content to maximize their time and stay connected to their wellness community throughout the day. Platform preferences show Spotify leading at 21%, followed by Apple Podcast at 7%, and Audible at 6%.

/// Traditional Media's Enduring Role

While digital platforms dominate, traditional media maintains a significant presence in fitness enthusiasts' media diet. Radio reaches 77% of this audience, with news talk and Christian/gospel programming showing particular strength. Linear television reaches 73%, with sports programming drawing 29% of viewers.

Print media also maintains relevance, with 37% reading magazines and 26% reading newspapers. Publications like Men's Health, National Geographic, and AAA Living show strong readership, reflecting these consumers' interest in health, adventure, and lifestyle content.

/// Looking Forward

The media consumption habits of fitness enthusiasts reflect their commitment to continuous improvement and holistic wellness. With a strong emphasis on balancing digital and traditional platforms, this audience demonstrates a comprehensive approach to media engagement that aligns with their active lifestyles. Fitness enthusiasts prioritize platforms that deliver high-quality, relevant content—whether through digital streaming services, interactive social media communities, or the enduring appeal of print and radio.

Health-conscious consumers look for authenticity and alignment with their fitness goals, making personalized content and community-building initiatives essential for success. By leveraging insights into their diverse media preferences, businesses can craft strategies that resonate with fitness enthusiasts across all channels, fostering deeper engagement and long-term loyalty.

/// Key Takeaways

1. Universal digital adoption with sophisticated platform preferences.
2. Strategic streaming consumption spans diverse platforms, with strong engagement in sports programming.
3. Active social media engagement centered on community and professional growth.
4. Strong podcast engagement with focus on health, sports, and business content.
5. Continued relevance of traditional media, especially for sports content.

/// Conclusion

The media consumption habits of fitness enthusiasts reflect their commitment to continuous improvement and holistic wellness. Rather than viewing different platforms in isolation, they create an integrated media experience that supports their wellness journey. For brands and content creators, success lies in understanding and supporting this connected approach, delivering content that adds value across platforms while fostering authentic community engagement.

Maximize your reach in the fitness market with our comprehensive media consumption insights. Partner with us to develop targeted content strategies that resonate with these active, engaged consumers. From digital campaigns to traditional media, we'll help you connect with fitness enthusiasts where they're most receptive, driving engagement and building lasting relationships in the dynamic wellness space.