Nearly 60 per cent of sports fans in the UK would be willing to watch sport exclusively via online streaming platforms, according to a study conducted by cloud-based video production, editing and distribution company, Grabyo.
Grabyo’s ‘UK At Home Video Trends 2020’ report surveyed over 2,000 UK consumers on their video consumption and purchasing habits, following a previous study of 2,000 consumers conducted in January. The research sought to analyse how the radical change in the lives of UK consumers, caused by Covid-19, has affected the video industry.
The report states that since January 2020, subscriptions to online streaming platforms have increased in every age group, climbing over 20 per cent for consumers over 50 years old. In contrast, pay-television subscriptions are said to have fallen by nine per cent in the same period.
The report indicates that around the same number of sports fans currently watch sports regularly on pay-television (68 per cent) as social media (66 per cent). The report states 77 per cent of UK sports fans watch content regularly on online streaming platforms, with higher penetration than pay-television.
The report highlights that 59 per cent of sports fans would now be willing to watch sports exclusively on streaming platforms, and 63 per cent of these fans would be willing to spend over £10 (€11/$13) per month for online services that carry live sports and highlights.
The shift to digital is also said to be accelerating for free and ad-funded video services. The report states the number of consumers who regularly watch free-to-air linear television has decreased by almost 15 per cent since January, reaching 53 per cent, while the number of consumers using social media regularly to watch video has reached 68 per cent.
“Sports fans of all ages have been convinced by the value of streaming,” Gareth Capon, Grabyo chief executive, said. “Companies like BT Sport are already moving towards this 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.”