A 3rd of engaged world sports activities followers aged 18 to 24 desire watching clips or highlights of reside video games than watching matches of their entirety, based on knowledge from YouGov’s Sports Whitepaper 2023.

Confirmed:

• 30 per cent of these aged 18 to 24 that have been surveyed desire watching video games reside
• 25 per cent get pleasure from watching each sports activities video games of their entirety and highlights
• Every age group aside from the 18 to 24 class favour watching video games of their entirety
• Watching reside on TV  is the commonest technique of sport consumption amongst UK followers at 38 per cent
• Social media platforms (14 per cent) are the subsequent hottest technique of consuming sports activities, alongside studying sports activities content material in print or on-line (14 per cent)
• 22 per cent of Britons sometimes watch non-live sports activities content material, with a good break up of 11 per cent watching recorded/on-demand replays of video games and video content material from YouTube 

Context:

YouGov polled 19,568 adults from 18 international locations for its whitepaper, with 2,082 hailing from the UK. The choice for non-live sports activities content material, notably from youthful viewers, is highlighted by the attraction of Netflix’s Formula One docuseries ‘Drive to Survive’, which has seen greater than 6.8 million viewers within the UK tune in, based on YouGov. The present additionally has an total attain of 127 million views of any season. 

Coming subsequent:

Sports properties are persevering with to offer extra user-friendly digital experiences for followers. One instance is the Women’s National Basketball Association (WNBA), which is aiming to target youthful viewers by its digital transformation, with extra short-form content material, together with fast highlights, being made accessible on its app and web site.