More than 80 per cent of sports fans engage with the sport of their choice at every stage, from the build-up to the off-season, with CTV and the open internet driving far more engagement than social media channels, according to an independent research conducted by PA Consulting and The Trade Desk Intelligence.
The study, How the open internet fuels modern sports fandom , surveyed 3,550 fans in Saudi Arabia, the US, UK, Germany, France, Italy and Spain.
– 83 per cent say Connected TV is their go-to source for engaging with sport.
– 80 per cent say connected digital channels are essential to their fandom, compared with 62 per cent for walled gardens.
– Fans are 60 per cent more likely to use open internet sources such as sports news websites or a c lub’s own app/website rather than social media to engage with content throughout the sports life cycle.
– 82 per cent of sports fans say reliving winning moments drives their engagement.
Terry Kane , Managing Director – Africa, Middle East and Turkey at The Trade Desk , said, “The Middle East is one of the most important stages in global sport, as a host and sponsor. The region’s largest companies are among global sports biggest sponsors, and in the next 12 months the region hosts the Formula 1 season finale, the DP World Tour’s Gulf swing, the AFC Asian Cup in Saudi Arabia and the FIBA Basketball World Cup in Qatar. Our research shows that the live event is only one moment in a much longer relationship. CTV and the open internet let brands stay with fans before and after the event.”
Only one channel, Connected TV (CTV), spanned the entire sports lifecycle. 83 per cent of fans say CTV is important to their fandom, and 84 per cent hold a CTV sports subscription.
Fans say CTV puts them in control of when and how they watch, brings them closer to the action and connects them through a shared experience, and 68 per cent agree that streaming a big match, race or sporting event makes it feel cinematic and immersive.
80 per cent of fans say connected digital channels are essential to their fandom, compared with 62 per cent for walled gardens such as social media and search engines.
Fans are 1.6 times more likely to use open internet sources, such as sports news sites or club apps, than social media. Two in three use an open internet source as a second screen during live events, and 79 per cent turn to them when they cannot watch live.
87 per cent of fans say they are likely to engage with another connected channel after using one, which also highlights the role of podcasts, gaming and sports news sites in reaching fans.
64 per cent agree that sports content on CTV or podcasts prompts them to engage with quality sports websites. Three in five say watching at home makes them want to attend live or take part.
82 per cent of fans say excitement and reliving great moments drive their engagement.
The research identifies five mindsets across the lifecycle: F eel-good Fandom, Immersed in the Action, Everyday Knowledge, Deeper Understanding and Connected Community .
The report recommends brands to match channels to these shifting needs, using CTV, audio, digital out-of-home, premium websites and sports gaming where each has most influence.