Sports is a universal language, which has huge global appeal, bringing enjoyment and entertainment to millions of households. It has the ability to create powerful consumer engagement, through a multifaceted experience that can drive both acquisition and loyalty.
The Kantar Entertainment on Demand (EoD) study monitors in-depth how consumers around the world choose to watch sports, tracking both Pay TV and Video on Demand (VoD). This reveals a picture of a rapidly evolving landscape, in which viewership is shifting to streaming, and fans’ preferences and attitudes are ever-changing.
In this white paper we share learnings from data gathered in Q3 of 2023, highlighting a number of the key insights. How do consumers currently engage with sports? What do they watch, and how? What are their preferences and attitudes? Why is their behaviour changing? And, most importantly, where are the opportunities for providers in the market right now?
Following a look at what defines today’s live sports viewer, the paper takes a deep dive into the nuances of the core US, Australian and European markets (France, Germany, GB, Spain).
