The global sports video market is witnessing a surge in demand, with sports fans craving more content but struggling to access it due to fragmentation, according to Altman Solon’s 2023 Global Sports Media Survey.
The survey, which gathered insights from over 2,500 sports enthusiasts across eight major global markets, highlighted that 59% of respondents currently face difficulties in finding or affording their desired sports content, while 56% expressed a willingness to consume more sports video content if it were readily available.
The rise of streaming services has disrupted the traditional sports media landscape, with major broadcasters and pay-TV providers losing ground to platforms like Amazon, Viaplay, and DAZN. While these new players have brought more sports content to the market, they have also added to the complexity for fans, who now have to navigate a multitude of platforms to find the content they want.
David Dellea, Director at Altman Solon, said, “It seems counter-intuitive that the answer to the glut of sports content is more sports content, but sports fans are hungry for more. It turns out fans actually want more content, but often can’t afford the costs of additional subscriptions or get lost in the web of channels and streaming platforms providing content.
“Some form of industry consolidation seems likely, either through audience aggregation or content democratisation, which should be beneficial for both the industry and sports fans.”
For the first time, this year’s survey included insights from more than 150 global sports media executives, shedding light on the industry’s priorities and solutions amidst ongoing transformation. The executives identified facilitating content aggregation (65%), improving content promotion (64%), and fostering pricing (58%) as the top strategies for making content more accessible on a global scale.
The executives also highlighted a shift in how consumers approach fandom, with 56% expecting a continued transition towards a more fluid and athlete-driven form of fandom rather than rigidly following specific teams. Del Percio noted this evolving trend, saying, “While historically fandom was defined by the local teams you follow – and often the team your parents followed – modern sports fans are now more making decisions based on athletes’ on-field performance and off-the-field personalities or social media presence.”