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The 20,000 Foot View: The postponement of annual competitions and major quadrennial events has highlighted just how heavily pay-TV and sport-centric streaming services’ value propositions rely on live sports. Filling schedules with re-runs, docuseries, interviews and archived footage are stopgaps unlikely to increase engagement. Justifying a sports video streaming subscription is now tougher for consumers than ever. In the saturated attention economy, sports streaming services now face increased competition for audience attention and the coronavirus global pandemic leaves them particularly susceptible to subscriber churn. Streaming insurgents that overextended in securing now-dormant rights will have an even harder time recouping these investments in the face of an impending economic downturn.
Key XXX of consumers across the US, UK, Canada and Australia watch live sports Watching sports live has XXX more penetration than the second-highest sports consumption activity (attending events and watching sports highlights)Rights holders and broadcasters need more content on social platforms to extend reach; XXX of consumers watch sports highlights on social media, four points lower than on TVSports is helping to drive Amazon’s user acquisition; its English Premier League (EPL) coverage pushed UK WAU penetration to XXX in XXX 2019, up from XXX from XXX 2018Pure play sports streaming apps are niche: in XXX 2019 in the US, WAU for ESPN+, DAZN and Flosports was XXX XXX and XXX respectivelySports appeal is niche, with an average of XXX watching sports monthly – more than XXX points below film and comedySports under-indexes among streaming users: sports is the ninth-most consumed genre among SVOD subscribers; seventh for all consumersNBCUniversal’s big sporting bet is off; Peacock deferred XXX billion in advertising inventory for its exclusive US coverage of the postponed 2020 Tokyo Olympic games Kayo sports is the leading sport-centric streaming service in Australia for weekly engagement, yet has a subscription penetration XXX smaller than NetflixCanadian consumers report the second-lowest penetration for holding three or more digital subscriptions at XXX above only Australia at XXX in XXX XXX of consumers would reduce spend on a pay-TV subscription via cutting movies or sports packages from their subscription during an economic downturn
Companies and brands mentioned in this report: 2020 Tokyo Olympics, Amazon, Amazon Prime Video, Apple, Bundesliga, Comcast, COVID, Crave TV, DAZN, Discovery, Disney, Disney+, Ditto TV, Eleven Sports, EPL, ESPN, ESPN+, Eurosport Player, Facebook, FIFA, FloSports, Foxtel, GolfTV, illico.TV, Intsagram, iRacing, Kayo Sports, La Liga, Madden, MediaPro, MLB, MLS, MLS, MOTD, Nascar, NBA, NBCUniversal, Netflix, NHL, Peacock, Serie A, Six Nations, UEFA Euro 2020, UFC, US Masters, WWE