It is estimated that close to 25% of the most loyal sports fans use some social media platform more often than they would use pay-TV to watch video content. In fact, just under one in five of die-hard sports fans regularly visit social media with the intent to watch a video every time. Given the popularity of online streaming, and whether the focus shifts directly to platforms such as Amazon Prime Video, YouTube TV, DAZN, Skystream or Kayo Sports, there can be no arguing that their presence is directly challenging the hierarchal structure of the weekly TV schedule a pay-TV broadcaster offers to a more conventional TV-viewer.
Despite the commitment and loyalty usually shown by a fanatical sports fan, they can only stick to abiding by the more conventional standards of watching their team via conventional television viewing standards until they realize there is a greater efficiency in watching the same content through the use of a laptop or smartphone. This detail is especially more noticeable in the fact that the video footage can replayed and accessed at a significantly lower price than what a pay-TV broadcaster would normally charge even the most dutiful and hard core of sports fans.
What Statistics Show
When it comes to any kind of sport, numbers always manage to talk louder than words or fanatical team cheers, take your pick. A recent 2019 Grabyo Sports video trends report showed that from a survey of over 9690 die hard sports fans spread across countries like the UK, United States, France, Germany, Spain, Italy, and Australia, over 65% of them viewed sports more commonly on their smartphones. Now, although this does show a reduction of the more conventional television watching standards, it doesn’t change the fact that pay-TV broadcasters still hold the rights to the world’s most valuable sports properties. This slight advantage is accomplished by the linear broadcasters committing huge sums of money in acquiring the most valuable media rights.
Where The Statistics Are Going
Maintaining ownership of linear rights acquisitions gives pay-TV broadcasters a better chance of slowing down the rate of which frequent cord-cutting among hardcore sports fans is becoming. However, it doesn’t help them escape from the fact that a majority of the time, 65% of these same sports fans watch these properties on their smartphones, while another 53% consume the same type of content via laptop or desktop computers. These statistics greatly contrast with the average 40% of sports fanatics who use TV sets to regularly watch sports, which only shows how the demand for sports content outside of the mainstream TV viewing schedules, is drastically shifting further down into the realm of online streaming platforms. Pay-Tv Broadcasters may have a legal advantage over these platforms, but they are at a massive disadvantage when it comes to managing their audience and the flexibility to video content any online platform provides them with. So, as much as a legal technicality might slow things down for rising platforms like Amazon Prime Video or Youtube TV, the fact remains that online streaming is still scoring a much faster goal over the pay-Tv Broadcasters that are slowly losing their most loyal and even crazed fans.
How Online Streaming Boost Can Accelerate
Due to the growth of digital distribution across online platforms and social media, it’s only natural that consumers have taken more to watching television on these more convenient streaming services. Grabyo CEO, Gareth Capon commented on this development when he stated that “Consumer expectations have changed. Sports fans are looking at other media services available across a range of devices and platforms and see more flexibility than is available in sports. However, in today’s media rights market, linear broadcasters dominate and sports fans have no choice if they want to watch live sport. Our data suggests that the demand is there and if an online competitor – perhaps Amazon, or YouTube – invest in a meaningful live offering, then consumers will welcome this with open arms and the shift to digital media in sport will accelerate.”
Pay-TV Broadcasters still have a dog in their fight with the competing platforms that are slowly taking away their consumers. However, as online streaming platforms continue to rise, the priorities a dedicated consumer continues to abide by will gradually shift as convenience, flexibility, and lower-prices become more and more accessible to people as obsessive as a typical sports fan, who is already pumped to see their favorite team in action. The fact that they don’t have to simply wait, but no longer worry about missing the highlights of the game they’ve been preparing for all week only illustrates how thin of a thread pay-Tv broadcasters are hanging onto.
To have a better assessment of where consumer consumption towards online streaming vs that off pay-tv subscription lies, visit Grabyo’s website here.