40% of Sports Fans to Follow the Euros on Multiple Platforms
COVID-19 has affected our reality and most of our usual activities. All industries are going through various changes to accommodate for that. Sports events are no exception, and they will look different in the summer to come.
Mediaocean and GWI have published research showing how the new changes in engagement methods will help fans get the full spectator experience without going to the stadium. The participants in the study were 23,073 sports fans from 15 different markets.
The results show that 19% of internet users globally and 40% of them in Europe will follow the Euros. The Olympics are followed by 64% of users globally, but their fans do not watch sports events online as frequently as Euros fans do. Euros fans are 61% more likely to watch sports online every day, while only 21% of Olympics fans are prone to doing so.
The research shows that the majority of Euros fans browse social networks while watching sports events, while 78% of them watch sports recaps and highlights online or on TV. WhatsApp and Facebook Messenger are some of the top five platforms fans like to use during the game.
Aaron Goldman, Chief Marketing Officer at Mediaocean, said: “While the Euros explores a new format, taking place across Europe and with much reduced crowds, fans at home will be turning to digital and social media, both enriching their experience of live games and keeping up-to-date through always-on content.” He added that “2020 was a year when major events were delayed, and people made all aspects of their lives digital-first. Brands and media companies followed suit, providing new ways to engage audiences across screens. When it comes to the Euros, there are many reasons why this will be a competition unlike any we’ve seen before, and the race to attract the attention of football fans will be hotly contested.”
The good news for the Euros is that, compared to the average sports fan, its fans are 44% more likely to follow their favourite teams and players on social media, and 54% more likely to listen to podcasts and sports radio. This means live games are not the only source of revenue the Euros organisers can benefit from.
But what’s even more comforting is that, earlier this year, UK Sport conducted a survey in which the majority of fans said they would feel comfortable going back to live events. Only 1% of participants said they still would not attend an outdoor event. Provided the pandemic remains at bay, Euros fans might just get to see their favourite teams in live action before long.
