Twice as Many Sports Watched on TV as Online

As ‘cord-cutting’ garners more media attention and more opportunities arise to catch up with games online and across social media, this week’s first Chart looks at whether this is having an impact on sports viewing behaviors.

For TV viewing in general, there’s no doubt that on-demand and catch-up services are gaining traction. At present, though, broadcast TV reigns strong for sports: digital consumers still watch twice as many sports on TV as they do online.

The age trends here are quite revealing, however. 25-34s watch an average of almost 3 sports online, whereas for 55-64s the equivalent figure stands at 1. These older consumers remain the most likely to favor their TV sets for sports viewing.

Across the regions, those in Asia Pacific are watching the most sports on TV or online, though it’s for the latter that they really stand out. But the overarching story here is that internet users across all the regions are notably more likely to be watching on their TV sets than online.

For more insights on how digital consumers engage with sports and the opportunities for sports marketers, keep a look out for our upcoming Sports Insight Report.

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