NBA, EPL fans most open to paying for TV sport
Which Sport codes are open to the idea of paying for Sport on TV?
21% of American NBA fans in Australia are open to the idea of paying for sports on subscription TV, according to a recent survey.
12.25 million Australians aged 14+ (63%) have at least one sport that they ‘almost always’ watch on TV, and over 1 in 6 of these dedicated fans either already pay to watch sporting events on demand—or say they would like to, according to Roy Morgan Research.
While 23% of American NBA fans already pay for sport on demand,25% of EPL fans outrank them, 16% of whom are open to the idea.
By contrast the numbers for NRL, AFL and Tennis fans are much closer to the national average.
Would like to do:
Tim Martin, General Manager, Media, Roy Morgan Research, says: “The proportion of sports viewers who say they already or would like to pay to access sporting events on demand has actually been fairly static over the past five years, rising from 15% of Australians who ‘almost always’ watch one or more sports on TV in 2011 to 17% now.
“Of course, much of this slow growth would have to do with the limited options for any kind of on-demand access to sport in Australia. Foxtel and free-to-air TV networks have long dominated the local broadcasting scene, and their tenure has perhaps stunted the development of pay-per-view or per-sport models even as fixed broadband, the NBN, and 4G mobile networks delivered new possibilities for how and where consumers could watch what they wanted, when they wanted, on the device they wanted.
“As we’ve previously reported, EPL viewers are already well ahead of the curve when it comes to streaming content on computer and mobile devices. They’re also more likely to be planning to switch provider for their fixed broadband or mobile phone services. Now, as this research shows, the EPL’s biggest fans in Australia (who say they almost always watch it) are the most likely of any sport’s to have already paid to watch sports on demand.
“It is game on for the telcos, streamers, media owners and the sports bodies themselves as to whom they partner with, how they commercialise content and what this does for their core business whether it’s selling data, handsets, subscriptions or ads.”