Within the past 30 days, 67pc of global consumers have regularly followed sports through various media platforms, according to the latest report from YouGov, which delves into the Global Sports Media Landscape.
Indonesia and the United Arab Emirates (UAE) emerge as the frontrunners in terms of sports engagement, with 89pc of their populations actively participating in sports-related content across traditional and digital media platforms.
India, not far behind, boasts a significant sports-following population, with over four in five (85pc) urban Indians claiming to regularly consume sports content across diverse media channels. In contrast, European countries and America exhibit comparatively lower levels of sports engagement.
The report further explores the preferred methods of consuming sports content among consumers in different countries. Live television remains the dominant choice in 12 out of 18 surveyed markets, particularly in more traditional European markets and North America (including the United States, Mexico, and Canada). Conversely, social media reigns supreme as the preferred platform for sports engagement in all Asian countries.
In India, two in five consumers actively engage with sports content on social media, establishing it as the most popular avenue for consuming sports-related information. Watching live sports broadcasts on TV channels (36pc) and accessing live-streamed video content on platforms like YouTube (35pc) follow as the next preferred methods among urban Indian residents.
Interestingly, the report highlights demographic variations in sports consumption habits. Adults aged between 35 and 44 exhibit a higher tendency (46pc) to consume sports content on social media, while adults aged 55 and above are more likely (50pc) to favour live TV broadcasts.
Delving into streaming behavior, the report reveals that nearly half (45pc) of urban Indians have subscribed to sports platforms or services to access exclusive sports content, surpassing the proportion of those who haven’t subscribed (39pc).
The study emphasises that sports subscriptions play a vital role in enhancing sports consumption among subscribers. More than three-quarters (77pc) of urban Indians state that their sports content subscriptions have encouraged them to consume more sports-related content. Meanwhile, around one-fifth (18pc) maintain their current levels of sports viewership.
In the realm of digital sports streaming and content, cricket emerges as the most popular sport among Indian sports subscribers, with a substantial majority (72pc) accessing cricket-related content. Soccer (40pc) and tennis (32pc) follow as the next preferred sports among urban Indian sports subscribers.
Moreover, the report explores the interest of urban Indians in consuming lifestyle-focused sports content. When asked about their enthusiasm for watching content such as “The Last Dance” on Netflix, 45pc of respondents expressed either very or somewhat high interest. Notably, young adults aged between 25 and 34 showed the highest interest, with three in ten stating they were very interested in such content.
View the report here.
