The media industry is experiencing drastic disruption. Consumer behavior is becoming much more unpredictable due to the introduction of streamers, user-generated content, and many other media to consume content.
However, it is a common belief that one content genre continues to drive passion and demand: sports.
What’s the Score? is Hub’s new exploration of how fans and consumers value sports – including sports-adjacent content. It is clear that live sports have become the primary leverage point between broadcasters and distributors, guiding decisions of when to black out content during negotiations. And although live games are typically the main appeal, leagues & broadcasters are continually innovating to reach broader audiences and maintain the value (e.g., Simpson’s live NFL game). But what are the interest levels across alternative broadcasts, sports betting, podcasts, etc.?
More specifically, What’s the Score? aims to understand sports fandom vis-a-vis consumption platforms. How ‘sticky’ is exclusive content on a platform for subscribers’ or viewers’ retention or acquisition? How does it differ by the level of avidity per fan by league? Does fragmentation impact the overall fan experience?
As rights continue to shift across broadcast, pay TV, streaming, and direct-to-consumer, it is becoming increasingly important to understand the value of sports content for all stakeholders.
Hub’s research will provide anyone who creates, distributes, and advertises on sports content with a deeper, more nuanced understanding of how much sports matter to your audience, and why.
Source: Interviews with 3,753 U.S. Sports Fans with broadband access age 13-74