Three in ten Australian adults have subscribed to a streaming platform to watch sports content, according to YouGov’s latest report, The Global Sports Media Landscape.
YouGov sets out to understand how consumption of sports content is changing and how sports organisations need to adapt to keep up with changing media behavior.
Nearly two-thirds of Australians (65%) are sport engagers, defined as those who engage with sports they regularly follow (in the last 30 days) across any traditional and digital media platforms or formats.
The highest proportion is reported by Indonesia and the UAE (89% each). Other Asian markets reporting high levels of sports engagement are India (85%), Hong Kong (83%), and China (79%). Comparatively, European countries and America register lower levels of engagement.
In Australia, 35% watch live sports on a TV channel. One in five (20%) engage with sports on social media and slightly lesser watch non-live video content online (like YouTube) or watch live content on video streaming services (17% each).
An examination of their streaming behaviour shows that three in ten Australian residents (29%) claim they have subscribed to a streaming platform or service to gain access to exclusive sports content, which is above the global average of 21%.
Sports-led subscriptions enhance the level of sports consumption among subscribers. In fact, 84% of Australian adults claim they are somewhat or much more likely to watch sports due to their subscription.
The insights in this report are drawn from a recent global YouGov Survey to understand the challenges and opportunities for sports in an evolving media landscape, how the consumption of sports content is changing, and what sports organizations should do to adapt to changing media behavior. Our research covers 18 global markets of more than 19,000 respondents.
The popular platforms:
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