Getty Images
- Grabyo survey finds pay-TV subscriptions have fallen 9%
- Sign-ups to online streaming platforms up 20% for 50+ demographic
- Sports broadcasters “need to offer a broader proposition” to capture younger fans
A new study from live video production company Grabyo has revealed that 59 per cent of sports fans in the UK are prepared to watch sport exclusively via online streaming platforms.
The UK At Home Video Trends 2020 report, which surveyed more than 2,000 consumers on their video consumption and purchasing habits, found that since January 2020, subscriptions to online streaming platforms have increased in every age group. Notably, that climbed over 20 per cent for consumers aged above 50 years old.
In contrast, pay-TV subscriptions have fallen by nine per cent in the same period.
The shift to digital is also accelerating for free and ad-funded video services, Grabyo said. The number of consumers who regularly watch free-to-air (FTA) linear TV has fallen to 53 per cent since January, representing a drop of 15 per cent, while the number of consumers using social media regularly to watch video has reached 68 per cent.
The study notes that during lockdown, many publishers have taken to publishing higher quality social video, both live and on-demand, as an alternative for fans during the absence of live sports. This social content has been most prevalent in the sports industry and fans, still eager for access to sports, have been highly receptive.
Around the same number of sports fans are currently watching sports regularly on pay-TV (68 per cent) as social media (66 per cent). In addition, 77 per cent of UK sports fans watch content regularly on online streaming platforms, with higher penetration than pay-TV.
The change in consumption habits has caused a shift in attitudes towards watching sports on digital, the study adds. In addition to the majority of fans now being open to watching sports exclusively on streaming platforms, 63 per cent of these would be willing to spend more than UK£10 (US$13.12) per month for online services that carry live sports and highlights.
“Sports fans of all ages have been convinced by the value of streaming,” said Gareth Capon, Grabyo’s chief executive. “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.”
A new study from live video production company Grabyo has revealed that 59 per cent of sports fans in the UK are prepared to watch sport exclusively on online streaming platforms.
The UK At Home Video Trends 2020 report, which surveyed more than 2,000 consumers on their video consumption and purchasing habits, found that since January 2020, subscriptions to online streaming platforms have increased in every age group. Notably, that climbed over 20 per cent for consumers aged above 50 years old.
In contrast, pay-TV subscriptions have fallen by 9 per cent in the same period.
The shift to digital is also accelerating for free and ad-funded video services, Grabyo said. The number of consumers who regularly watch free-to-air (FTA) linear TV has fallen to 53 per cent since January, representing a drop of 15 per cent, while the number of consumers using social media regularly to watch video has reached 68 per cent.
The study notes that during lockdown, many publishers have taken to publishing higher quality social video, both live and on-demand, as an alternative for fans during the absence of live sports. This social content has been most prevalent in the sports industry and fans, still eager for access to sports, have been highly receptive.
Around the same number of sports fans are currently watching sports regularly on pay-TV (68 per cent) as social media (66 per cent). In addition, 77 per cent of UK sports fans watch content regularly on online streaming platforms, with higher penetration than pay-TV.
The change in consumption habits has caused a shift in attitudes towards watching sports on digital, the study adds. In addition to the majority of fans now being open to watching sports exclusively on streaming platforms, 63 per cent of these would be willing to spend more than UK£10 (US$13.12) per month for online services that carry live sports and highlights.
“Sports fans of all ages have been convinced by the value of streaming,” said Gareth Capon, Grabyo’s chief executive.
“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.”
