Studi yang dilakukan oleh Nielsen dan LaLiga Tech menunjukkan bahwa pemirsa yang lebih muda lebih banyak mengikuti olahraga dibandingkan pemirsa yang lebih tua, namun dengan preferensi yang besar terhadap pengalaman streaming dan mobile, termasuk game Fantasy.
Madrid, 21st June 2022 - Berbeda dengan anggapan umum bahwa pemirsa yang lebih muda kehilangan minat terhadap olahraga, sebuah laporan global baru menemukan bahwa generasi Milenial dan Gen Z mengikuti lebih banyak kompetisi daripada Gen X dan Boomers.
Namun, laporan yang sama menegaskan bahwa penggemar olahraga menjadi lebih terfragmentasi di seluruh platform streaming, aplikasi, dan game, menggarisbawahi perlunya properti olahraga untuk melanjutkan pengembangan teknologi yang luas dan analisis data untuk tetap berada di puncak perilaku penggemar yang terus berubah dan memanfaatkan minat kelompok yang lebih muda.
The report entitled 360 Fan Engagement: A pathway for sports to understand and engage with their online communities, has been developed by global audience specialists Nielsen along with LaLiga Tech, the technology subsidiary of LaLiga. Its findings are based on the response of over 20,000 individuals of all age groups and from 15 different countries, spanning North America, Europe, Asia and Africa.
Temuan-temuan utamanya meliputi:
A growing audience for sport
Respondents aged 34 or under claimed to follow an average of 6.3 sports, a marginal increase on older generations. In total, respondents listed 65 different sports as being of significant interest, revealing the clear opportunity for even niche competitions to generate a meaningful following.
Desire for digital and data
While the younger audience is consuming sport at an equal or greater rate than previous generations, their methods of consumption are clearly changing. Nearly half (46%) of younger fans expressed a preference for watching sport on smartphones or tablets and are 15% more likely to seek our on-demand content. This same group is also over 50% more likely to play games while watching a match and over 41% more likely to be engaging with Fantasy games.
Interaksi dengan platform digital ini juga tampaknya membentuk ekspektasi seputar siaran langsung, karena 55% responden Gen Z berharap untuk melihat dan berinteraksi dengan statistik langsung selama pertandingan.
Diverse global following
Emerging global markets show the highest interest in sport, underlining the need for competitions to focus on engaging an international audience beyond their home market. Nigeria (74%), Indonesia (70%), Colombia (69%), Turkey (67%), India (67%) and UAE (65%) returned the highest percentage of respondents who see themselves as sports fans, while less than half of respondents in traditional sporting hotbeds such as the USA (46%), UK (44%) and France (43%) saw themselves this way.
OTT adding to, not replacing, traditional broadcasting
The arrival of OTT streaming as a mainstream platform was confirmed by the study, though not necessarily to the detriment of traditional broadcasting. In total, 41% of global sports fans are already watching at least some sporting events via OTT. However, half of this audience (47%) also puts their television on at the same time, suggesting that streaming has added additional windows to consume sport, rather than replacing existing ones. This trend for multi-screening has risen by 5% globally in the past year according to Nielsenโs data, and 10% among the Gen Z audience.
Capitalising on the opportunity
The report concludes that all sports competitions have a huge opportunity to gain broader global visibility by creating their own digital platforms, but that any such investment must be backed up by data analytics if these organisations are to achieve lasting fan engagement across a digital ecosystem.
Karena para penggemar dari segala usia mengakses olahraga di berbagai platform teknologi, laporan ini merekomendasikan agar industri ini berfokus pada bagaimana membangun pemahaman tentang audiens digital mereka untuk meningkatkan pengalaman penggemar dan meningkatkan peluang pertumbuhan.
Yang terpenting, dengan menganalisis data yang dihasilkan penggemar di seluruh lingkungan digital, organisasi dapat lebih memahami bagaimana perilaku penggemar berubah dari satu platform ke platform lainnya dan dapat membangun profil yang dipersonalisasi untuk setiap penggemar, yang mengarah pada hubungan yang lebih kuat dan lebih tahan lama.
Fabio Gallo, product lead at LaLiga Tech said: โThe future of sport depends on its fans so as those fans change their behaviours, it is essential that the industry responds. This report underlines trends that we have been monitoring for some time; digital audiences are being attracted to sport through gaming, streaming content or mobile apps, but their level of fandom has not changed, in fact it may even be increasing. Now is the time for sports organisations to prepare for the change by creating owned digital platforms that allow their content to be discovered by a new generation, using data analytics to create stronger fan links than we have ever seen before.โ
Ramรณn Amich, General Director of Nielsen Sports Spain added: โThe changing behaviour of sports fans is one of the key findings of our study. We see that fans are already choosing to consume sports through digital platforms as an additional option to traditional formats. Fans are looking for immersive experiences and to this end we detect a clear preference for digital channels. Clubs, sports entities and federations face the challenge of improving communication and viewing experiences to retain fans. In this context, the analysis of the data generated by smart devices is an essential part of strengthening loyalty among sports fans, while allowing organisations to collect data, get to know their customers better and analyse their needs in greater detail.โ
To know more about new habits sport fans have and about their way of enjoying sports, download the complete report.
Tentang LaLiga Tech
LaLiga Tech adalah penyedia teknologi khusus untuk sektor olahraga dan hiburan global, yang membantu para pelanggan untuk mencapai tahap berikutnya dalam transformasi digital mereka. Perusahaan ini menawarkan satu ekosistem data yang saling terhubung yang menyediakan solusi modular untuk keterlibatan penggemar global, manajemen kompetisi dan peningkatan konten, termasuk integrasi data waktu nyata dan perlindungan konten. Solusi-solusi LaLiga Tech telah menjadi bagian penting dari LaLiga sejak tahun 2014 dan sekarang digunakan oleh berbagai klien global.
Tentang Nielsen
Nielsen membentuk media dan konten dunia sebagai pemimpin global dalam pengukuran audiens, data, dan analisis. Melalui pemahaman kami tentang manusia dan perilaku mereka di semua saluran dan platform, kami memberdayakan klien kami dengan kecerdasan yang independen dan dapat ditindaklanjuti sehingga mereka dapat terhubung dan terlibat dengan audiens mereka-sekarang dan di masa depan.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
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Nielsen
Roberta De Martino
roberta.demartino@nielsen.com
