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스포츠 시청률 : 테마별 분석

Sports Viewership - Thematic Research

리서치사 GlobalData
발행일 2022년 03월 상품코드 1020044
페이지 정보 영문 25 Pages 배송안내
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스포츠 시청률 : 테마별 분석 Sports Viewership - Thematic Research
발행일 : 2022년 03월 페이지 정보 : 영문 25 Pages

본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

시청률은 스포츠에 필수적인 요소이며, 시청자가 없으면 스포츠 시장은 성립하지 않습니다. 스포츠의 인기는 유사 이래 항상 있었지만, 제2차 세계대전 후에 단번에 상승했습니다. 그 요인으로 스포츠 단체가 정기적인 이벤트 개최나 스포츠의 적절 관리를 하고, 1960년대에 TV 방송이 보급되고, 스포츠가 사회의 주류가 되었던 것을 들 수 있습니다. 스포츠의 인기가 높아짐에 따라 TV 방송국은 특정 대회를 방송할 권리를 얻기 위해서 고액의 계약을 맺게 되고, 대형 브랜드는 자사 브랜드를 선전하기 위해 리그나 팀, 대회와 스폰서 계약을 맺게 되었습니다. 이 2개 수입원에 의해 스포츠 세계는 매우 유리해지고, COVID-19 이후에도 이 상황은 지속될 전망입니다.

한편 전통적인 TV 관전이 스트리밍 컨텐츠나 온라인 플랫폼으로 이동하기 시작하면서 스포츠 시청 성질은 해마다 크게 변화하고 있습니다. 젊은 세대 시청자가 온라인 컨텐츠를 선호한다는 조사 결과가 나와 있으며, 스트리밍 플랫폼이 스포츠 방송 업계에서 큰 힘을 가지게 되었습니다.

방송국에 있어 스포츠 라이브 중계는 TV 시청자를 끌어당기는 최대 매력의 하나이기 때문에 스포츠 미디어권은 매우 가치 있는 상품이 되고 있습니다. 미디어권 가격은 최근 몇 년간 계속 상승하고 있으며, 향후에도 더욱 높아질 것으로 생각됩니다. 세계의 스포츠 미디어권 시장은 2020-2024년간 31%의 CAGR로 성장하고, 2024년 말까지 약 600억 달러에 달할 것으로 예상됩니다.

세계의 스포츠 시청률(Sports Viewership) 동향에 대해 분석했으며, 지금까지 스포츠 업계/방송과 시청자층의 역사, 세대별 시청 습관 변화, 현재 스포츠 시청률을 좌우하는 주요 동향(업계/기술 동향), 긴급한 과제, 향후의 스포츠 시청 형태와 시장 동향 전망, 밸류체인 구성요소와 그 기회·과제 등의 정보를 정리하여 전해드립니다.

목차

목차

제1장 주요 요약

제2장 시장 진출 기업

제3장 테마별 분석 개요

제4장 동향

  • 기술 동향
  • 업계 동향

제5장 업계 분석

  • 시장 규모·성장률 예측
  • 타임라인

제6장 밸류체인

제7장 기업

제8장 참고문헌

제9장 Thematic Research의 분석 방법

제10장 GlobalData 소개

제11장 문의

KSM 21.08.26

An analysis of the intersection of how sports viewership has changed over the years, and where the industry is heading.

Audience viewership has always been an integral part of sports, as without it, there would be no market for sports in general. Throughout the course of human history, sport has always been a popular spectacle, and popularity began to take off following the Second World War. This was largely due to sporting bodies beginning to form in an attempt to organize regular events, as well as fairy regulate their chosen sports. This, combined with the increasing power of television broadcasting throughout the 1960s began to bring sport to the forefront in society. As popularity increased, television networks began securing lucrative contracts which gave them the rights to broadcast certain tournaments, while major brands began sponsorship partnerships with leagues, teams and competitions as a way to promote their own brand. These two avenues of financial revenue have seen the world of sport become incredibly lucrative, and this is likely to continue following COVID-19, albeit in a slightly stunted manner.

The nature of sports viewership has changed drastically over the years, as traditional TV viewing has begun shifting somewhat towards streaming content and online platforms. Research has shown that younger demographics prefer to watch online content, and streaming platforms are becoming more of a powerhouse in the sports broadcasting industry, with Amazon having secured valuable rights packages to the Premier League and the NFL in recent years.

Sports teams also face a battle to attract supporters back to stadiums following the COVID-19 pandemic. Shifting viewing demographics mean that younger generations are also less likely to go to games, and instead follow the action from home. Clubs and teams are desperate from revenues stemming from gate receipts, as fans have been held out of most sporting events over the past year.

Sports media rights have become an incredibly valuable commodity for broadcasting companies, as they know live sports is one of the main draws for attracting TV audiences. The value of these rights has been increasing for years now, and is only set to get larger. The global sports media rights market will grow to almost $60bn by the end of 2024, which represents a 31% compound annual growth rate between 2020 and 2024.

Key Highlights

  • While sports fans have always traditionally watched sports either live at stadiums or on the TV from the comfort of their own home, the growth of the Internet has opened up many different ways of watching sports. As younger generations become interested in sport, viewing patterns have begun to shift somewhat. Nowadays, many younger viewers are more interested in streaming games online, with many watching multiple games at once. The accessibility with which many can access different events now is a stark contrast to before the turn of the century, where some games just weren't televised.
  • For years, sporting events were exclusively tied to cable subscriptions, and OTT (over-the-top) platforms weren't even a part of the conversation. However, popularity for the latter has soared in recent years, with an estimated 1.2 million people in the US dropping their traditional TV services in Q2 2020. A survey conducted by PwC found that 82% of people kept their traditional subscriptions purely to watch live sporting events, and they would have cancelled had these not been available.
  • Studies by North American intelligence company Morning Consult have shown that approximately 53% of Gen Zers identified as sports fans, as opposed to 69% of millennials, and 63% of all adults. Additionally, 58% of male Gen Zers said they were sports fans, as opposed to 75% of all adult men.
  • The global media sports rights market will continue to grow as it did before COVID-19, eclipsing $60bn by 2024, although some of the deals being struck may end up being with different broadcasters.
  • Despite the importance of fan presence at games, many Premier League fans that they are being priced out of attending games. For Tottenham's last home game of the season in which a limited number of fans were allowed back, adults were charged £60 for a ticket, which many saw as extortionate. This has been a growing trend throughout the league in recent years, with many hardcore football fans feeling as if they can no longer afford to attend games.

Scope

  • This report provides an overview of the history of sports viewership and broadcasting, and how viewing habits have changed with different generations.
  • It identifies the key trends currently dominating sports viewership, broken down into industry and technological trends.
  • Also provided is a look at the botched European Super League, which encapsulates many of the frustrations that modern sports fans have regarding the inflated prices that come with following a sports team.
  • A look at the potential future of sports viewership, and the direction that the sports media rights market is trending towards.
  • A detailed look at the sports viewership value chain, and how different areas of the sector generates revenue and business.

Reasons to Buy

  • For those wanting an in depth analysis of how the sports broadcasters make their money, and the likely future of the industry.
  • Discusses how the landscape of viewing sports has changed forever with the technology boom, allowing viewers to watch live sports from almost anywhere.
  • GlobalData's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

Table of Contents

Table of Contents

1. Executive Summary

2. Players

3. Thematic briefing

4. Trends

  • 4.1 Technology trends
  • 4.2 Industry trends

5. Industry Analysis

  • 5.1 Market size and growth forecasts
  • 5.2 Timeline

6. Value chain

7. Companies

8. Further reading

9. Our thematic research methodology

10. About GlobalData

11. Contact us

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