닐슨과 라리가 테크의 연구에 따르면 젊은 시청자들은 나이든 시청자보다 더 많은 스포츠를 팔로우하지만 판타지 게임을 포함한 스트리밍과 모바일 경험을 더 선호합니다.
Madrid, 21st June 2022 - 젊은 시청자들이 스포츠에 대한 관심을 잃어가고 있다는 통념과 달리, 새로운 글로벌 보고서에 따르면 밀레니얼 세대와 Z세대가 X세대와 베이비붐 세대보다 더 많은 대회를 팔로우하고 있는 것으로 나타났습니다.
그러나 같은 보고서에 따르면 스포츠 팬들은 스트리밍, 앱, 게임 플랫폼에 걸쳐 더욱 세분화되고 있으며, 스포츠 브랜드는 변화하는 팬들의 행동을 파악하고 젊은 층의 관심을 활용하기 위해 광범위한 기술 개발과 데이터 분석을 지속해야 한다고 강조합니다.
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.
주요 조사 결과는 다음과 같습니다:
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.
Z세대 응답자의 55%가 경기 중 실시간 통계를 보고 상호작용할 것으로 기대하는 등 디지털 플랫폼과의 상호작용이 라이브 방송에 대한 기대감을 형성하고 있는 것으로 나타났습니다.
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 Nielsen’s 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.
모든 연령대의 팬들이 다양한 기술 플랫폼을 통해 스포츠를 접하고 있는 만큼, 이 보고서는 팬 경험을 개선하고 성장 기회를 늘리기 위해 업계가 디지털 잠재고객에 대한 이해를 높이는 방법에 집중할 것을 권장합니다.
결정적으로, 팬이 디지털 환경에서 생성하는 데이터를 분석함으로써 조직은 팬의 행동이 플랫폼마다 어떻게 변화하는지 더 잘 이해하고 각 팬의 개인화된 프로필을 구축하여 더 강력하고 오래 지속되는 관계를 구축할 수 있습니다.
Fabio Gallo, product lead at LaLiga Tech said: “The 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.”
Ramón Amich, General Director of Nielsen Sports Spain added: “The 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.”
To know more about new habits sport fans have and about their way of enjoying sports, download the complete report.
라리가 테크 소개
라리가 테크는 글로벌 스포츠 및 엔터테인먼트 부문을 위한 전문 기술을 제공하는 업체로, 고객이 디지털 혁신의 다음 단계로 나아갈 수 있도록 지원합니다. 실시간 데이터 통합 및 콘텐츠 보호를 포함하여 글로벌 팬 참여, 경기 관리 및 콘텐츠 향상을 위한 모듈식 솔루션을 제공하는 상호 연결된 단일 데이터 에코시스템을 제공합니다. 라리가 테크 솔루션은 2014년부터 라리가의 중심을 이루고 있으며 현재 다양한 글로벌 고객들이 사용하고 있습니다.
닐슨 소개
닐슨은 오디언스 측정, 데이터 및 분석 분야의 글로벌 리더로서 전 세계 미디어와 콘텐츠를 형성하고 있습니다. 모든 채널과 플랫폼에서 사람과 사람들의 행동에 대한 이해를 바탕으로, 고객사가 현재와 미래의 잠재고객과 연결하고 소통할 수 있도록 독립적이고 실행 가능한 인텔리전스를 제공합니다.
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.
Contact
닐슨
Roberta De Martino
roberta.demartino@nielsen.com
