Almost two thirds of young sports fans in the UK prefer sports coverage on social media platforms to traditional television, according to research carried out by social-first publisher Media Chain.
According to the ‘Navigating the next generation fan: How football is social’ report, 64 per cent of young fans find social-based coverage more engaging than TV broadcast, while 52 per cent prefer to consume their sports news through social channels.
In addition, 48 per cent of those surveyed watch more sports content on video-sharing website YouTube than on traditional networks, with the results showing an increasing desire for live-action over longer post-match highlight packages. Furthermore, more than three quarters of fans claimed to follow a YouTube fan channel.
The study states that 57 per cent of young sports fans would rather watch goals immediately as they go in on social media, instead of waiting to watch them on a later – and longer – broadcast.
Of the various social media avenues, Instagram proved to be the most popular for soccer content among fans, with 41 per cent logged in while watching matches. Similarly, 64 per cent check Instagram daily for sports content, with Facebook lagging behind on 58 per cent.
The research also revealed that the favourite sports brand among young UK fans is German sportswear brand Adidas, followed by US giant Nike, while the results showed that fans based their opinions of brands on the quality and uniqueness of their sports content.
Young fans also said that they prioritised amusing content, the opposite of which was found among older content consumers.
Almost two thirds of young sports fans in the UK prefer sports coverage on social media platforms to traditional television, according to research carried out by social-first publisher Media Chain.
Almost two thirds of young sports fans in the UK prefer sports coverage on social media platforms to traditional television, according to research carried out by social-first publisher Media Chain.
According to the ‘Navigating the next generation fan: How football is social’ report, 64 per cent of young fans find social-based coverage more engaging than TV broadcast, while 52 per cent prefer to consume their sports news through social channels.
In addition, 48 per cent of those surveyed watch more sports content on video-sharing website YouTube than on traditional networks, with the results showing an increasing desire for live-action over longer post-match highlight packages. Furthermore, more than three quarters of fans claimed to follow a YouTube fan channel.
The study states that 57 per cent of young sports fans would rather watch goals immediately as they go in on social media, instead of waiting to watch them on a later – and longer – broadcast.
Of the various social media avenues, Instagram proved to be the most popular for soccer content among fans, with 41 per cent logged in while watching matches. Similarly, 64 per cent check Instagram daily for sports content, with Facebook lagging behind on 58 per cent.
The research also revealed that the favourite sports brand among young UK fans is German sportswear brand Adidas, followed by US giant Nike, while the results showed that fans based their opinions of brands on the quality and uniqueness of their sports content.
Young fans also said that they prioritised amusing content, the opposite of which was found among older content consumers.
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