Tendencias digitales en los medios deportivos …¿ cómo acceden los aficionados al contenido?

Las restricciones recientes a las reuniones sociales han provocado que los eventos deportivos se jueguen a puerta cerrada, o con un número limitado de fanáticos presentes, lo que ha dejado a muchos aficionados en busca de formas alternativas de seguir a sus equipos deportivos favoritos.

Esto llega en un momento en que el panorama de los medios deportivos ya está cambiando drásticamente, con nuevos jugadores que ingresan al mercado, ya sea con plataformas de transmisión OTT o aplicaciones móviles.

Entonces, ¿dónde estamos ahora en términos de cómo los fanáticos acceden al contenido?

En YouGov Sport hemos agregado la capacidad de datos de tendencias en YouGovProfiles, nuestra plataforma de creación de perfiles de consumidores, lo que la convierte en una herramienta aún más poderosa. Por ejemplo, podemos observar fácilmente el promedio a largo plazo del consumo de medios deportivos durante el año pasado y compararlo con los datos recopilados en el último mes.

The chart below looks at media consumption among sports fans in general – comparing the data collected over the past year with that collected in the past 30 days:

Looking at the past year’s data, live games on TV is still the most popular option for consuming sport, with over 80% of sports fans following sports in that way.

Digital media options such as social media (34%) and live streams (31%) are seen to complement, rather than supplant, traditional media such as newspaper (35%) and radio (32%).

However, when we cut that down to look at data from the past month only, we can see clearly how things have been trending differently.

Whilst live TV games remains on top, around half of fans have accessed content via social media (52%) and online live streams (45%) in the past month. The long-term average for accessing content via a mobile app sits at 24% but in the last month that has jumped up to 41%.

We know from the YouGov COVID-19 Sports Monitor that there is increasing demand for sporting content in general, with almost half of sports fans anticipating they will watch/ stream more content this year than last. This amounts to over 4.5m Aussie sports fans looking for additional sporting content, making the prospective market huge.

It is perhaps no surprise that we have seen an increased shift and focus around digital platforms during this challenging period but, like so much of the ‘new normal’, where these trends end up is anyone’s guess.

As fans start to return to games and other outdoor activities increasingly become an option, might we see consumption return to the same levels as before? Or will these new habits stick, as more and more fans become comfortable with accessing content via a range of digital media?

Only time will – but whatever the outcome you will be able to track it with YouGov Profiles from YouGov Sport.