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Sports Viewing 2018 SVOD Taking Over?

Report by Alistair Taylor
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Synopsis PDF Excel PowerPoint

20,000-Foot View: Facing the menacing presence of streaming alternatives, TV networks find themselves under growing pressure to ensure that viewing patterns are strong enough to deliver a return on expensively acquired sports rights. Against this backdrop, sports viewing in XXX 2018 was largely one of stagnation, remaining flat at XXX while free streaming declined. This combined with the aging demographic profile of regular TV sports viewers underlines the long-term risk attached to the premium value currently afforded to sports in the video landscape. With sports now only ranking as the sixth most desired content genre, its value proposition is decreasing. The notable exception is that sports consumption on TV remains solid in the face of pay-TV cord-cutting, reiterating the short-term value of premium sports rights—inflated or not—for pay-TV operators.

Key Findings

  • Sport is the sixth most popular video content genre at XXX penetration, XXX points behind the most preferred genre, XXX of consumers are willing to pay for sports content as part of a video / TV offering, XXX points behind those willing to pay to access movies
  • Sports viewing on TV remained flat at XXX penetration comparing XXX 2017 to XXX 2018
  • Watching free streaming sports video fell from XXX in XXX 2017 to XXX in XXX 2018
  • The average age of regular TV sports viewers is XXX while XXX are XXX of sports viewers listen to the radio, XXX points above the weighted XXX of sports viewers use Twitter weekly, XXX points above the weighted average
  • TV sports viewing is highest in the US and Australia at XXX compared to XXX in XXX of cord cutters are regular TV sports viewers

Companies and brands mentioned in this report: AFL, Amazon Prime Video, Amazon Prime, DAZN, Discovery, Eleven Sports, EPL, ESPN+, Euroleague, Facebook, GolfTV, Kayo Sports, La Liga, Ligue XXX Matchroom Sports, MLB, Netflix, NFL, NRL, PGA, Spotify, Twitter, UEFA

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