尼尔森和 LaLiga Tech 的研究表明，年轻观众比年长观众更关注体育运动，但他们更偏爱流媒体和移动体验，包括梦幻游戏。
Madrid, 21st June 2022 - 一份新的全球报告发现，"千禧一代 "和 "Z 世代 "比 "X 世代 "和 "婴儿潮一代 "更关注体育比赛。
不过，同一份报告也证实，体育迷在流媒体、应用程序和游戏平台上的分布越来越分散，这突出表明体育产业需要继续进行广泛的技术开发和数据分析，以紧跟不断变化的球迷行为，并利用年轻群体的兴趣。
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.
其主要结论包括
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.
这种与数字平台的互动似乎也在影响着人们对直播的期望，55% 的 Z 世代受访者希望在比赛期间看到直播统计数据并与之互动。
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.
由于各年龄段的球迷都在通过各种技术平台接触体育，报告建议体育产业重点关注如何建立对数字受众的了解，以改善球迷体验，增加增长机会。
最重要的是，通过分析粉丝在数字环境中产生的数据，企业能够更好地了解粉丝行为在不同平台之间的变化，并为每个粉丝建立个性化档案，从而建立更牢固、更持久的关系。
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.
关于 LaLiga Tech
LaLiga Tech 是一家为全球体育和娱乐行业提供专业技术的供应商，帮助客户实现下一阶段的数字化转型。它提供单一的互联数据生态系统，为全球球迷参与、竞赛管理和内容增强（包括实时数据集成和内容保护）提供模块化解决方案。自 2014 年以来，LaLiga Tech 解决方案已成为 LaLiga 的核心部分，现已被众多全球客户采用。
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
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.
联系方式
尼尔森
Roberta De Martino
roberta.demartino@nielsen.com
