63% Will Pay for All-​Sports Over-​the-​Top Subscription Channel

The study, conducted by the Center for the Digital Future at USC Annenberg and ThePostGame, says when someone creates an all-​sports over-​the-​top subscription channel, 63% of all sports fans are interested in paying for one. The number is even higher—70%—for households with children and 78% for people who describe themselves as intense sports fans. Those intense sports fans will buy 3.5 sports channels.

The following are among the initial findings from #SCORE 2016:

Looking at Fans

  • 86 percent of Americans consider themselves sports fans (92 percent of men and 80 percent of women).
  • 24 percent say they are "intense" sports fans.
  • 88 percent of sports fans follow more than one sport, and 89 percent follow more than one team.
  • Even among those who are not sports fans, one-​third say they follow more than one team.
  • The demographic profile of the most intense sports fans: Male, African-​American, 35–54, married, making $75,000-$100,000 per year, and having a college degree.

13.4% of Sports Fans plan to pay for sports programming on cable, satellite TV or the Internet (including MLB TV, NBA TV, NFL Sunday Ticket, WWE Network, PPV events, etc.) in the next 12 months, AudienceSCAN reports.

Looking at Media Consumption

  • In general, very few people feel they can get all the sports content they want from free sources. More than 90 percent of sports fans would be willing to pay something for sports programming.
  • 59 percent of sports fans want sports as part of their basic pay-​TV package or bundle. Another 28 percent want it as an option.
  • Sports fans say they will pay more for streaming than for similar channels via cable or satellite television.
  • Those age 25–34 say they will pay the most for sports programming.
  • And in one of the more surprising findings, women are more willing to pay for sports programming than men. In all cases except baseball, women say they will pay up to 50 percent more.
  • 29 percent of 25–34 year olds said they would watch a sporting event streamed live from someone’s mobile phone.

AudienceSCAN also found in the past 6 months, 13.9% of Sports Fans have used their smartphones or tablets to watch a live sporting event.

Looking at Advertising

  • 64 percent say television commercials aired during commercial breaks are the best way for brands to advertise in and around sports content, more than in-​game graphics (20 percent) or on-​air mentions (14 percent).
  • More than any other age group, under-​18-​year-​olds are the most likely to find that television advertising enhances the sports viewing experience (21 percent). Although larger percentages across all ages believe that advertising around sports programming detracts.
  • Millennials say they like advertising during sports programming and tend to watch it. And more than 50% say they believe advertising gives them “useful information about products and services."

AudienceSCAN reveals the best way to reach Sports Fans is through television (over-​the-​air, online, mobile or tablet) spots. 38.8% took action after seeing a commercial in the past month.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.