Understanding the changing habits of NFL fans has become particularly important given the cost of NFL rights. (Image credit: Horowitz Resarch)At the same time, multi-angle options such as alternate views, player perspectives, and drone footage are gaining popularity among nearly half (44%) of multicultural NFL viewers, compared to 39% of total NFL viewers. About half (51%) of total NFL viewers, and nearly as many multicultural NFL viewers (48%), shop for sports merchandise while watching live games. Meanwhile, gaming is becoming a central part of the viewing experience, with nearly half (48%) of multicultural NFL viewers and 43% of total NFL viewers engaging with TV content through video games or other interactive gaming features related to live sports events. Horowitz data show that NFL viewers, and especially multicultural NFL viewers, over-index on using all types of streaming services.