Um estudo da Nielsen e da LaLiga Tech mostra que os espectadores mais jovens estão acompanhando mais esportes do que os mais velhos, mas com uma forte preferência por streaming e experiências móveis, incluindo jogos de fantasia.
Madrid, 21st June 2022 - Em contraste com a ideia de que os espectadores mais jovens estão perdendo o interesse pelo esporte, um novo relatório global revela que as gerações Millennial e Gen Z estão acompanhando mais competições do que as gerações X e Boomers.
No entanto, o mesmo relatório confirma que os fãs de esportes estão se tornando mais fragmentados em plataformas de streaming, aplicativos e jogos, destacando a necessidade de as propriedades esportivas continuarem com o amplo desenvolvimento de tecnologia e análise de dados para ficarem por dentro das mudanças de comportamento dos fãs e capitalizarem o interesse de grupos mais jovens.
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.
Suas principais conclusões incluem:
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.
Essa interação com plataformas digitais também parece estar moldando as expectativas em relação às transmissões ao vivo, já que 55% dos entrevistados da Geração Z esperam ver e interagir com estatísticas ao vivo durante o jogo.
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.
Como os torcedores de todas as idades estão acessando o esporte por meio de uma ampla gama de plataformas tecnológicas, o relatório recomenda que o setor se concentre em como compreender seu público digital para melhorar a experiência do torcedor e aumentar as oportunidades de crescimento.
O mais importante é que, ao analisar os dados que os fãs estão produzindo em ambientes digitais, as organizações têm mais condições de entender como o comportamento dos fãs muda de uma plataforma para outra e podem criar perfis personalizados de cada fã, o que leva a relacionamentos mais fortes e duradouros.
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.
Sobre a LaLiga Tech
A LaLiga Tech é uma fornecedora de tecnologias especializadas para o setor global de esportes e entretenimento, ajudando os clientes a alcançar o próximo estágio de sua transformação digital. Ela oferece um único ecossistema de dados interconectados, fornecendo soluções modulares para o envolvimento global dos torcedores, gerenciamento de competições e aprimoramento de conteúdo, incluindo integração de dados em tempo real e proteção de conteúdo. As soluções da LaLiga Tech formam uma parte central da LaLiga desde 2014 e agora são usadas por uma ampla gama de clientes globais.
Sobre a Nielsen
A Nielsen molda a mídia e o conteúdo do mundo como líder global em medição de audiência, dados e análises. Por meio de nossa compreensão das pessoas e de seus comportamentos em todos os canais e plataformas, capacitamos nossos clientes com inteligência independente e acionável para que eles possam se conectar e se envolver com seus públicos - agora e no futuro.
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
