Survey results show that consumers in China are fond of NBA basketball, South Korea loves MLB baseball, and 25% of internet adults in India watch at least one of the top four American professional sports leagues. The NBA was the only major American sports league to be watched by 10% or more of respondents in all three markets.

➤ In China, basketball and soccer have the highest viewership. NBA games are viewed by 40% of internet adults, primarily ages 25–44.

➤ In South Korea, soccer and baseball are the two most popular sports. Nearly one-quarter of internet adults watch MLB baseball games, typically ages 45–64.

➤ Young adults in India, ages 18–24, are much more likely to follow American sports leagues than in China or South Korea.

➤ The Summer and Winter Olympics, along with the FIFA men’s World Cup tournament are among the most viewed sporting events across all three surveyed Asia-Pacific markets.

Results from the S&P Global Market Intelligence Kagan 2026 Asia-Pacific Consumer Insights survey show that 40% of internet adults in China watch NBA basketball, with very few following American football, baseball or ice hockey. Approximately one-quarter (23%) of surveyed South Koreans said they watch MLB baseball games, more than double the 11% that follow NBA basketball. NFL and NHL viewership in China and South Korea is negligible. The survey found that internet adults in India do not have a single American sports league that is extremely popular, but overall, 25% of surveyed adults said they follow one of the top four American sports leagues.

Examining viewership of American sports leagues in Asia by age group shows that 68% of NBA fans in China are primarily male, between the ages of 25 and 54. Seven out of 10 (70%) MLB viewers in South Korea are male, ages 35–64. In contrast, viewership of at least one of the top four American sports leagues is skewed toward young adults including 23% of 18–24-year-olds. Overall, 81% of those following American sports leagues in India are adults under 45 years of age. In contrast with China and South Korea, women in India are just as likely to watch the American sports leagues as men.

American sports leagues may have a modest following in India, but cricket is king. The survey found that over three-quarters (77%) of internet adults are cricket fans, more than double the share for the next most popular sport, tennis (37%). Less than one-third (29%) of surveyed adults said they watch soccer. The Summer Olympics, basketball and motorsports each captured about one-quarter of viewers.

In China, the Summer Olympics is the most popular sporting event, with viewership indicated by 51% of surveyed adults. Just under half of internet adults (47%) said they watch basketball, and 45% said they are soccer fans. The Winter Olympics typically attracts viewership from about one-third (34%) of internet adults. Tennis (26%) and motorsports (21%) are also popular in China.

In South Korea, soccer (45%) and baseball (43%) are the top two most popular sports. The Summer Olympics (34%) and Winter Olympics (31%) each attract viewership from about one-third of internet adults. A second tier of sports, including golf, basketball, combat sports and tennis all receive a moderate level of viewership.

Besides the Summer and Winter Olympics that are consistently found to be among the most viewed sporting events, the following table outlines the top five sporting events in each of the three surveyed Asia-Pacific markets. Considering India’s love of cricket, it is not surprising that 71% of surveyed adults said they watch Indian Premier League cricket matches. Viewership is spread evenly across Wimbledon, the French Open, the Australian Open and the FIFA men’s World Cup tournament.

China’s passion for basketball is evidenced by 40% of internet adults watching NBA games and 29% following China Basketball Association (CBA) events. Soccer matches from Europe’s UEFA Champions League, England’s Premier League and FIFA men’s World Cup tournaments round out the top five. South Korea’s penchant for baseball can be seen in over one-third (37%) of internet adults watching Korean Baseball Organization (KBO) games and 23% following the MLB. Like China, European UEFA and Premier League soccer matches and the FIFA men’s World Cup are among the most viewed sports events in South Korea.

The Kagan 2023-2026 Asia-Pacific Consumer Insights surveys were conducted in June of each year, consisting of 1,000 internet adults in China, South Korea and India per wave. The margin of error is +/-3.0 ppts at the 95% confidence level. Survey data should only be used to identify general market characteristics and directional trends.
Consumer Insights is a regular feature from S&P Global Market Intelligence Kagan
This article was published by S&P Global Market Intelligence and not by S&P Global Ratings, which is a separately managed division of S&P Global.