2026 Birdwatching & Wildlife Viewing: Executive Summary

Birdwatching and wildlife viewing are two of America's most popular nature-based outdoor activities, together engaging roughly 27 million Americans who venture beyond their backyards to connect with the natural world.

The 2026 Birdwatching and Wildlife Viewing Report tells two very different stories about activities that share nearly identical demographic profiles. Birdwatching is surging, building on pandemic-era momentum to become one of the fastest-growing outdoor activities in the country. Wildlife viewing, while more popular overall, has begun to decline, reversing a modest growth trend and raising questions about its long-term trajectory. Understanding this divergence, and the high-value audience behind both activities, is the opportunity for brands and retailers today.

Inside the report, you'll find the key trends shaping both activities, including:

• Birdwatching's continued rise as one of the fastest-growing outdoor activities in the country, building on momentum that began during the pandemic
• An early decline in wildlife viewing that reverses recent growth, with core participants proving far more resilient than casual ones
• An aging, affluent base that has the time and disposable income to invest in gear, apparel and travel
• A significant diversity gap, with both activities drawing a predominantly white participant base
• Deep interconnection between the two activities, with meaningful crossover and high participation in hiking, walking for fitness and camping, making cross-promotional and bundled retail strategies a natural fit

The executive summary breaks down both activities in detail. Download it to see what the data means for brands and retailers.