New data from YouGov’s latest report- The Global Sports Media Landscape, reveals that just over two-thirds of global consumers (67%) follow sports on a regular basis (in the last 30 days) via various media platforms.
In this new report, YouGov sets out to understand how consumption of sports content is changing and how sports organizations need to adapt to keep up with changing media behaviour.
The survey was fielded from the 11th of November to the 30th of November 2022. Data for Australia is based on a nationally representative sample of 1052 respondents. Data is adjusted with mild weighting using interlocking demographic characteristics.
Looking at the data by country, the report sees that nearly two-thirds of Australian residents (65%) are ‘sport engagers’, defined as those who engage with sports they regularly follow (in the last 30 days) across any traditional and digital media platforms or formats.
In Australia, 35% watch live sports on a TV channel. One in five (20%) engage with sports on social media and slightly lesser watch non-live video content online (like YouTube) or watch live content on video streaming services (17% each).
An examination of their streaming behaviour shows that three in ten Australian residents (29%) claim they have subscribed to a streaming platform or service to gain access to exclusive sports content, which is above the global average of 21%.
Sports-led subscriptions enhance the level of sports consumption among subscribers. In fact, 84% of Australian adults claim they are somewhat or much more likely to watch sports due to their subscription.
When it comes to the most popular platform for streaming sports content, YouTube TV is the top choice among a fifth (20%) of global consumers. However, in Australia, Netflix is more popular than YouTube, and nearly a fifth (19%) use it to watch sports content. Netflix is particularly more popular among adults between 25 and 44 years, as compared to others.
The full report can be accessed here.