Grabyo Study Shows 67% of American Fans Are Willing to Exclusively Stream Sports
67% of sports fans in the U.S. would be willing to watch sport exclusively on online streaming platforms, a new study from cloud video platform Grabyo has found.
Grabyo’s U.S. At Home Video Trends 2020 report surveyed over 2,000 U.S. consumers on their video consumption and purchasing habits, following a previous survey of 2000 consumers in January. The research analyzed how the radical change in the lives of U.S. consumers, caused by the COVID-19 health pandemic, has affected the video industry.
The report shows that since January 2020, subscriptions to online streaming platforms have increased in every age group by at least 12%, climbing over 30% for consumers aged between 50-64. Pay-TV subscriptions have decreased in consumers aged over 50, as more consumers opt for more affordable streaming services.
With regards to ad-funded and free video services, Grabyo’s report has found the shift to digital consumption is also accelerating. Free-to-air linear TV audiences have decreased to 31% in the U.S., while the number of consumers using social media regularly to watch video has increased to 75% of the adult population.
During lockdown, many publishers have taken to publishing higher quality social video experiences, both live and on-demand, as an alternative for fans replacement during the absence of live sports. These social content experiences have been most prevalent in the sports industry and with a huge pent up demand for access to sports content, sports fans have been highly receptive.
More sports fans are now using social media (76%) than pay-TV/cable (74%) to watch video regularly. 84% of sports fans watch content regularly on online streaming platforms.
This change in consumption habits has caused a shift in attitudes towards watching sports on digital. 67% of sports fans would now be willing to watch sports exclusively on streaming platforms and 69% of these fans would be willing to spend over $10 per month for sports content. For the superfans, the report showed that 31% would be willing to spend over $25 per month on an online streaming service that carries live sports and highlights (VOD).
“Sports fans of all ages have been convinced by the value of streaming,” said Gareth Capon, Grabyo CEO. “DAZN, ESPN+, and Peacock are already moving towards a model that combines the flexibility of streaming with the quality the audience demands. Our report shows this shift will be well received by fans. Sports broadcasters need to offer a broader proposition to capture younger consumers and with the rapid growth in streaming services in older consumer segments, the risk to losing audience share is greater than it ever has been.”