For sports fans, nothing beats the big screen, with 94 percent of fans watching sports on TV. However, digital media are gaining in popularity. Sixty three percent of fans went online for sports content, up from 56 percent two years ago. Mobile usage jumped too, to 35 percent from 21 percent. Meanwhile, the use of traditional media like TV and print have declined. However, the dollars aren't necessarily following the shift in consumption: only 9 percent of fans have paid to watch content online, and only slightly more (11 percent) say they're willing to do so.