July 7th, 2023, Lesley Simeon
Roku’s free ad-supported streaming service The Roku Channel will livestream 11 races of the EV-powered auto racing series ABB FIA Formula E World Championship in the 2024 season. This partnership marks the audio and video equipment company’s maiden live sports rights package. Along with the livestream, The Roku Channel will also host on-demand Formula E races, highlights, replays and race previews.
We look at YouGov data to see whether motorsports are popular among Roku’s customers.
According to YouGov Profiles, which covers demographic, psychographic, attitudinal and behavioral consumer metrics, 6% of Roku’s customers and 6% of the general US population follow motorsports (i.e F1, MotoGP, etc). Roku’s decision to live stream Formula E and motorsport championship series might find favor with this group.
While 6% of Roku’s customers like motorsports, there’s still a barrier for Roku to vault with consumers’ preference to watch live sports via streaming vs. Live TV. Profiles data shows that 22% of Roku’s customers agree that “watching sports via streaming is so much better than watching on live TV.” By comparison, almost a third (32%) of the general US population also agrees with the statement.
On the other hand, 28% of Roku’s customers and 34% of the general population disagree with the statement that “watching sports via streaming is so much better than watching on live TV.”
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by david latorre romero on Unsplash