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

2 hours ago

Greenlam Laminates unveils a tale of generational ...

Watch the film conceptualised by Dentsu Creative here

2 hours ago

DDB Worldwide hires Chaka Sobhani as international CCO

Chaka Somani's remit is all of DDB's offices around the world

2 hours ago

Rediffusion accuses Disney Star of lifting its ...

States that the idea for the promo of the Pro Kabaddi League was given by Rediffusion, but was implemented by Wunderman Thompson

2 hours ago

The CMO's MO: Nikhil Gupta of Signify India on ...

The head of marketing, integrated communications, and commercial operations, South Asia at Signify India delves into the brand's shift in investment focus in order to adapt to the evolving marketing landscape and also reveals what he admires about the Indian railways