2025 Fishing Industry Insights Report Highlights Brand Loyalty, Digital Influence, and the Rise of DTC Sales

The 2025 Fishing Industry Insights Report, released by Untamed, unveils groundbreaking insights into how modern anglers shop, spend, and connect with brands—with digital media, brand loyalty, and direct-to-consumer (DTC) sales playing a crucial role in the industry's future.

Based on a nationwide survey of 330 anglers, the report provides data-driven intelligence to help fishing brands, retailers, and marketers navigate shifting consumer behaviors in one of America’s most passionate outdoor industries.

Key Findings:

• Brand Loyalty is Generational – While 60% of anglers 45+ haven’t switched brands in the past year, younger anglers are twice as likely to experiment with new gear and brands.
• YouTube is Now the #1 Purchase Driver – 46% of anglers under 44 rely on YouTube reviews and tutorials to make gear decisions, making video content more influential than traditional advertising.
• Retail Still Dominates, But DTC is Surging – In-store purchases still account for 70% of all fishing gear sales, but direct-to-consumer sales are growing twice as fast as traditional retail.
• Emotional Connection Drives Purchases – 86% of anglers fish to relax and connect with nature, with only 12% prioritizing trophy catches. This shift emphasizes the importance of lifestyle-driven marketing over performance-focused messaging.
• Regional Preferences Shape Gear Choices – The most popular fish species vary dramatically: walleye in the Midwest, catfish in the South, and tuna, snapper, and marlin along the coasts.

“As the fishing industry evolves, understanding consumer behaviors is critical for brands looking to stay relevant,” said Scott Brandon, CEO at Untamed. “This report provides actionable insights for brands to enhance their marketing strategies, improve customer engagement, and drive sales in a shifting retail landscape.”

How Brands Can Take Action

The 2025 Fishing Industry Insights Report includes detailed insights and strategic recommendations, helping brands to:

• Leverage YouTube & Influencers to connect with younger, digitally-driven anglers.
• Optimize Retail & DTC Strategies to meet consumer expectations in a hybrid shopping environment.
• Refine Marketing Messages to tap into the emotional and experience-driven aspects of fishing.
• Personalize Regional & Generational Engagement to align with consumer preferences.

Get the Full Report

The 2025 Fishing Industry Insights Report is now available for download. To access the full findings and learn how your brand can capitalize on these trends, visit https://www.untamed.net/research/2025-fishing-industry-insights-report/.

Untamed: The Growth Partner for Outdoor Brands.

Untamed is the leading integrated agency for outdoor brands. We don't just market to outdoor consumers—we live the lifestyle, study the culture, and shape the category. As a full-force growth partner, we align strategy, high-performance creative, media, and technology into one integrated system built to drive results and never waste a single opportunity. With grit, guts, and deep industry insight, we help brands scale smarter, connect authentically, and turn bold ideas into unstoppable momentum. If you’re ready to lead the pack, not just follow it—we’re your guide.