解锁中东250亿美元的体育经济

Examining how digital consumers around theworld engage with sports, and the opportunitiesfor sports brands and marketers INSIGHT REPORT 2018 Contents Introduction GlobalWebIndex Insight reports take a deep-dive into the crucialtopics of the industry. In this report, we focus on the world of sportthroughout Asia Pacific (APAC), Europe, Latin America (LatAm), NorthAmerica and the Middle East and Africa (MEA). We will examine howthe relationship with sport differs by region, and the potential toreach fans through second-screening and sponsorship. Key Insights03 Engagement with Sports04 Sports Viewing: TV vs Online15 The Relationship Between Sports & Social This report explores: Sports Brands & Commerce 26 •Engagement with Sports– which sports and sporting leagues arethe most popular around the world, and which demographics aremost likely to watch sport online?•Sports Viewing: TV vs Online– what role does televised sporthave in a world where media consumption has increasingly shiftedonline?•The Relationship Between Sports and Social Media– how havesports and social streaming integrated over the past year, and dosports fans see an appeal in watching sports on social networks?•Sports Brands and Commerce– how many people are buyingsports clothing/equipment and which brands are the mostpopular?•Case Studies in Sports Sponsorship– what are the opportunitiesfor Fortnite, A-B inBev and Chevrolet with their sponsorships ofsporting leagues and teams? Online Gambling Around the World33 Notes on Methodology34 Key Insights There’s no doubting that TV behaviors have changed andare continuing to change.Time spent watching online TVcontinues to increase, and the youngest consumers, GenZ, are spending notably less time watching broadcast TVthan older consumers. 85% of internet users say they regularly watch at leastone sport online or on TV.Sport is particularly popularin Latin America, where 90% of the internet populationreport watching one or more sports online, driving upglobal averages. In other regions, at least 3 out of 4internet users also exhibit this behavior. Through their mobiles, sports fans are choosing to keepup with scores and highlights whenever and wherever theyplease.In two regions – APAC and MEA – watching sportscoverage on mobile has actually overtaken watching onPCs/laptops, with other global regions not far behind. For most frequently watched sports, soccer takes the topspot, with a massive25 point lead over swimming,thesecond most watched sport. With the exception of NorthAmerica,soccer claims the top spot in each of the regions.33 out of the 40 markets we surveyed cite it as their most-followed sport. A fifth of digital consumers say they use social media towatch or follow sports events. Among sports fans, thisrises to nearly two-fifths.Across the regions, this behaviorpeaks in the Middle East and Africa, where a quarter arefollowing or watching sports on social media. Soccer might be the most popular sport to watch globally,but only a quarter of internet users say they regularly playit.In Latin America, the Middle East, and African markets,however, this figure jumps to approximately 40%. Among the sporting leagues and events globally,the FIFAWorld Cup has the biggest reach, drawing in over half ofinternet users around the world as viewers.The only realchallenger to soccer competitions are the Olympic Games.Both the Summer and Winter Games claim a spot in the topthree most-watched global sports. Sport Around the World Engagement with Sports Sports Viewing Globally, 1 in 3 internet users say that watchingsport is an interest of theirs – a sentiment thatis most pronounced among men across all agegroups. But if we focus on those who reportwatching one or more sports online or on TV, it isclear that this overall behavior is commonplace –85% of users claim to do so. This is a figure which remains consistently high byage, with a slight peak among 16-34 year-olds.By gender, we see an expected skew towardsmales (90%), but even among women the figure isquite high, with 79% watching at least one sport.Across the regions, all have at least three-quartersthat watch at least one sport, with Latin Americain particular having an impressive 90% of thepopulation doing so.Latin America also containsa near 50/50 split between men and womenwatching sport. There are regional differences to understandwhen segmenting sports viewership by agegroups. While Europe and North America haveconsistent figures across all age groups of sportsviewers,Asia Pacific, Latin America and MiddleEast/Africa show a large skew towards youngerdemographics and a sharp drop off for 45-64s. Question:Which of thefollowing sports/activities doyou play, watch on TV, watchonline or watch live in person?Source:GlobalWebIndexQ3 2018Base:113,932Internet Users aged 16-64 Sports Viewing Global sports viewing|By gender Global sports viewing|By world region Question:Which of thefollowing sports/activities doyou play, watch on TV