Multi-screen activity, demand for non-live sports content rises among sports lovers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2022, 3:39 AM GMT+0

Though 40% of all global sports lovers opt to stream live sports events through digital platforms, most second-screen activity pertains to social media engagement. 

Accelerated digital adoption over the last two years has led to the rapid rise in the number and popularity of non-traditional media channels. Such channels have significantly influenced how global audiences engage with sports.

While there is no substitution for live sports events, audiences are now increasingly consuming additional sports content, both related and not related to live matches. According to Nielsen, both contents related to live events like match highlights and non-live content like behind the scenes of virtual events are in high demand among sports fans.

Media consumption has grown beyond a single screen, with the general population increasing its consumption of multi-screen activities like texting, playing games and ordering food. Such activities have grown by 5% on an average over last year, with this percentage touching 10% among Gen Z.

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