NHL experiencing sustained growth with female, younger fans

According to NHL research, 37% of hockey fans are female, including an eye-popping 26% growth in that demographic since 2016. Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.

“We’re seeing more player interviews, family moments and those heartfelt things that happen off the ice, as well as this mix of the great highlights that we’re also seeing.,” she said. “That’s been really great to help get more people in the game because people who don’t know the sport will connect more with the human moments. And then the highlights will keep their attention.”

The effort to grow connections has include social media. The league formed a content partnership with TikTok while the agreement with Turner led to Bleacher Report expanding its coverage and the B/R Open Ice vertical. Bleacher Report’s hockey site posted its most viewed month in May and saw engagement triple compared to last year.

Mack said of the things she has noticed from the board’s recommendations is more activity on TikTok showing things like the players walking into the arena, in the same way the pregame fashion choices have increased traffic on NBA and NFL sites.

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