Like the change in nature of sports content creation, there is an equally strong shift in sports media consumption. It’s almost an equation, consumption drives creation. How fans consume sport will define the nature, quantity and type of content being created. A PwC survey reveals how audiences engage among Gen Z, millennials and so on. Further the survey states, for younger audiences between ages 18-34, attention spans grow ever shorter all the while demand for unique experiences rises.
In our previous blog we focused on the change seen by content creation. In today’s blog we will focus on the other part of the equation, sports content consumption.
Consumption Behaviour
A large role in change of sports consumption is led by technological advances. A research from Kantar, titled, New Entertainment on Demand suggests that fans love variety, but need a great viewing experience to stay engaged. That is one of the key benefits brought by advanced digital technology in making the viewer more involved essentially improving the viewing experience. Substantiating the point, a Mastercard Sports Economy Index survey in 2023 suggests nearly two thirds (61%) of European sports fans say technology plays a major role in their enjoyment of their favourite teams, leagues and events. Add to this the role of social media platforms. Multiple studies have been conducted in this space underscoring some key insights:
- Globally, the majority of sports watchers are likely to browse social media while watching matches
- Fans away from stadium , unable to see live matches are turning to digital and social media, to enjoy live matches as well keeping up-to-date through always-on content
When it comes to social media, a research from Mediaocean partnering with GWI, found that that fans in Europe are only slightly more likely to use platforms like WhatsApp, Facebook, YouTube and just as likely to use TikTok whereas fans in North America are more likely to use Twitter, Instagram and Facebook and TikTok for non-live content.
The nature of sports and their fans are such that it varies by geographies, by sports, by socio-economic factors. If a need for creating a common denominator for such preferences come, it can be plugged in three key buckets:
- Constantly connected: Fans are no longer confined to linear TV and would like to keep themselves updated all times. Which leads to a large portion of use over mobile devices.
- Every fan is different: And as such would like to see content tailor-made for them keeping their interests and preferences in mind.
- Like to be more involved: This is where new-gen technology is playing its part. Augmented gameplay and analysis, immersive action generation, all such technological developments make it possible for the fans to ever more involved.
Media Preferences
With the increase in non-live sports content, the verdict is clear – consumers are interested in content beyond live sports action. This leads to the question – where do the consumers watch it? Answer: Streaming devices. It’s a situation where documentaries, behind-the-scenes stories have contributed to the rise of OTT and streaming devices and at the same time, the content were created because these types of devices were available.
As multiple studies show, convenience is the key to consumers today. Streaming over mobile devices lends that convenience. Kantar’s research shows a huge 95% of sports fans in the US stream VoD, while Cable TV (Pay TV) penetration has dropped 8% in two years. An example about sports viewership and media of choice from a research by YouGov gave the following results:
- While Live TV still remains the primary medium, with 67% of US adults tuning in. However, usage is highest among 65+ adults (82%) and lowest among 18-29-year-olds (54%).
- Younger consumers are more likely to favor social media (62%) and mobile apps (39%), while older consumers show little interest in these platforms (16% for social media, 12% for apps
- Online live streams and highlights appeal to 40% of younger adults, but drop to just 20% among those 65+.
- Traditional formats like radio and newspapers remain niche but resonate more with older audiences.
- The middle-aged group (those aged between 30-44) are among the most likely to watch sports out of home, either at a bar or restaurant (23%) or in other people’s homes (23%).
It is this highly mixed market that coexists with each other in the present times It’s the same story in Europe, where sports rights are becoming more fragmented. Content, in most cases, drives the type of media.
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In Conclusion
It is essential to have a deep understanding of the changing patterns of consumer behaviour including consumer attitudes, preferences, and consumption habits. A way to understand is by using native data, that is available on owned content in first-party platform like mobile apps etc.
Thus, a coexistence between content and media is the complementary route of growth for each.
