Sneak Peek: Scott Masteller’s Key Findings in Crowd React Media’s Upcoming 2023 Sports Audience Study
I was able to get a sneak peek at Crowd React Media’s 2023 Sports Audience Study, and it will provide a great perspective on the impact of sports content on various platforms. The interest in sports continues to grow. Fans are passionate about their teams and elements, including how they consume their content and what they do with it. We plan on presenting this information in more detail in the near future. For now, here are some early observations that should get us all thinking about the best strategies to put forth.
- The importance of streaming and multiple platforms: The audience is telling content providers that they want multiple options for consumption. As part of this, content providers need to improve their approach to content production and provide the listeners/viewers with what they want.
- The priority of multiple platforms will only continue to grow: Consumers want content wherever they are and in different formats, including short content features that provide quick payoffs.
The Smartphone has changed everything. - ESPN is still the #1 destination for sports content: While there are more choices than in the past, the outstanding branding still has a significant impact. ESPN has strong content across multiple platforms. The ESPN website is the top place for sports news, and the presentation’s credibility is noteworthy.
- The NFL Network ranks above other professional sports leagues in content consumption: This proves once again that the NFL and college football drive sports content consumption more than other leagues. There is also a strong connection with Fantasy Sports, Gaming, and Sports Betting. NFL.com is also effectively engaging with audiences.
- College Sports, primarily football, include several conferences with associated programming networks: The Big 10 Network has an edge over other conferences, partly due to its market size, including major east coast markets.
- AM/FM Radio remains important in the sports format, especially in the 40-59 demographic: Content is key, and understanding what fans truly want from content providers is crucial.
Play-by-Play is a critical component on all platforms: More content is transitioning to streaming providers. - The 18-39 year-old demographic is moving towards specific media choices and is willing to pay for services such as ESPN+.
On the Social Media front, it’s important to note the strength of Facebook and Instagram. - Similar to other platforms, there’s a Big 3 for Sports Betting: Draft Kings, Fan Duel, and MGM lead the way. As more states come onboard with allowing sports betting, the numbers will improve. ESPN’s entry into Sports Betting is an important development. Disney is following the money.
