Campaign India Team
May 24, 2023

Watching live sports on a TV channel still most-preferred: YouGov study

In India, social media leads the way 'engaged sports fans' consume sports

Watching live sports on a TV channel still most-preferred: YouGov study
A YouGov study revealed that global sports fans' preferred way of consuming live sports is via a television channel. 51% of their respondents picked this option as the best way of engaging with sports. Social media (33%), reading sports content in print/online (25%), watching non-live video content online (25%), are ahead of watching live streamed video content online (24%) and watching live content on video streaming services (22%).
 
 
In India, social media leads the way 'engaged sports fans' consume the sports. 47% of them look to social media, 42% depend on a television channel and 41% watch live streamed video online. For cricket in particular, social media leads the engagement charts for fans with 47% of them opting for it. 46% of cricket fans look to a TV channel to consume cricket matches and 39% of them look to stream it online.
 
 
For younger fans globally, (between the age group of 18-24), the scenario changes with 31% of them opting to watch live sports on a TV  channel. The same number opt to watch live streamed video content online too.
 
With regards to the preferred length and format of sports content among fans, globally 36% of sports fans look to watch games live in their entirety. In India, this dips to 30%.
 
 
Subscriptions
 
21% of subscribers pick a streaming platform or service specifically to access exclusive sports content. Among 'Engaged Sports Fans'. this rises to 29%.
 
Football leads the sports for which viewers have subscriptions to access content globally, with 53% of sports subscribers accessing content from the sport. Cricket is at number five with 19%.
 
The research covered 18 markets and featured 19,000 respondents.  The data was collected between 11-30 November 2022. 
Source:
Campaign India

Related Articles

Just Published

1 day ago

HUL, Honasa settle sunscreen campaign lawsuit

HUL to take down digital versions of the campaign; Honasa removes social media posts making a reference to Lakmé.

1 day ago

VDO.AI launches cricket-themed ad formats

Aims to help brands deliver 3x consumer engagement for their IPL ad campaigns.

1 day ago

Global adspend on news brands forecast to decline ...

Creator journalists and UGC are starting to draw more attention from advertisers wary of potentially distressing content on news brands.

1 day ago

Omnicom CEO John Wren dismisses speculation about ...

Wren was speaking at the Q1 earnings call and expects to close the IPG acquisition in H2 2025.