Sports Consumption Measuring COVID-19’s Impact
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The 20,000 Foot View: With the pandemic-enforced postponement of live sports creating an entertainment void for sports fans, understanding impact on overall sports consumption and where audiences are substituting their finite attention is paramount for sports distributors and rights holders. exposed the necessity for rights holders to focus on building digital engagement beyond their pure play broadcasting of live events. Filling the void state created by the postponement of live sports has created a need to maintain engagement. Digital alternatives such as gaming will be crucial in maintaining relevance during the live sports hiatus.
Key Insights
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exposed pure play sports streaming services and pay-TV operators as substitutive propositions and primary churn candidates during a global pandemic
- The pandemic forced rights holders to consider legacy revenue models
- Rights holders for revenue over reach cannot the demographic cliff facing pay-TV with of pay-TV subscribers over old
- This is more apparent when you consider of TV sports viewers are whereas account for only of audience
- Digital innovation essential for rights holders with times more likely to own SVOD subscription than live in household with a pay-TV membership
- Watching recorded declined percentage points YoY from exposing the vulnerability of sports a content library asset during pandemic
- Live sports consumption was down in 2020 the pandemic emerged, lowest in UK at only in 2020, Canada experiencing the largest decline
- In the soccer is consumed almost two as much as the second-placed Formula one, versus
- American Football king in the US, with consumers watching, percentage points more second-placed basketball
- Disney-owned ESPN+ the US is the best sport-centric streaming service to navigate due to being part of diverse bundle alongside Hulu and
- Compared to Sport, Kayo suffered a significant in subscribers due to falling in 2020, to in April
- E-sports offers to fill the void for holders, considering of soccer viewers with the virtual version in compared to a consumer average
Companies and brands mentioned in this report: Activision, Amazon, Amazon Prime Video, Apple, Call of Duty, DAZN, Discovery, Disney, Disney+, EA, Electronic Arts, Eleven Sports, English Premier League, Epic Games, ESPN, ESPN+, Eurosport Player, FIFA, FIFA World Cup, FloSports, Fortnite, Foxtel, GolfTV, Grand Theft Auto, Hulu, IOC, Kayo, La Liga, Marshmello, MediaPro, MLB, NBA, Netflix, News Corp, NFL, NHL, Optus, Optus Sport, Serie A, Sky, Sky Sports, Telstra, Telstra Sports, The Players’ Championship, Travis Scott, UEFA Champions League, US Masters, WWE