Altman Solon Poll: US Fans Are Watching More Live Sports, But Growing Interest in Snackable Content, Fan-Centric Tech Like NFT, Virtual Reality

Altman Solon Poll: US Fans Are Watching More Live Sports, But Growing Interest in Snackable Content, Fan-Centric Tech Like NFT, Virtual Reality

US sports fans are watching more live sports since the start of the pandemic in 2020 until today, according to a survey of consumers in 17 markets by leading global strategy consulting firm Altman Solon. Altman Solon’s survey also shows new technologies increasingly used by sports teams and leagues to connect with fans, including augmented and virtual reality and blockchain, are driving fan interest. .

The 2022 Global Sports Survey finds that more than half of respondents (58%) are watching more sports now compared to 2020 (51%), which saw many sporting events, including the Olympics in Tokyo, canceled or postponed. The survey also shows that 68% of American sports fans watch live games at least once a week, one of the highest rates in the world. However, more than a quarter (27%) of sports fans in the United States say they would rather watch clips of game highlights than watch the games themselves.

The full Global Sports Trends report is available here.

The survey reveals strong interest in using augmented and virtual reality technology to consume and interact with sports content at home. The United States and Japan were the most interested in using VR for sports, with more than two-thirds of headset owners in the United States interested in watching live games in VR. Other popular uses of virtual reality include watching live games as if you were inside the arena and experiencing live action from a player’s perspective. The survey also measures interest in augmented reality, which offers clubs, leagues and athletes potential opportunities to create and market new digital experiences for their fans.

Despite the recent volatility in the value of cryptocurrencies and NFTs, sports fans around the world are also taking an interest in these new technologies, as more and more sports leagues and franchises have developed offers and partnerships based on blockchain and crypto over the past year. US fans are among those most interested in alternative technologies, with respondents choosing to buy NFTs or digital collectibles (24%) and using cryptocurrency to attend sporting events (23 %) ranking among the main uses.

“Sports industries in the United States and around the world are evolving driven by innovation and changing consumer behavior. we have seen significant investments in multi-billion dollar deals for franchises and media rights and the development of new technologies and experiences that can enhance and complement the traditional fan experience,” said Altman director Solon , Matt Del Percio. “In this dynamic global market, leagues, teams and media partners have shown a willingness to try new things, from augmented and immersive viewing experiences to new ownership and monetization models based on on the blockchain, to attract and retain fans – and the survey indicates these efforts have the potential to pay off.

Other key data points include:

● Respondents in the United States watch approximately 4.3 hours of live sports per week.

● 54% of sports fans in the United States watch women’s sports at least once a month.

● 44% of US sports fans watch social media highlights at least once a month.

● 27% of sports fans in the United States listen to sports radio at least once a month.

In compiling this report, Altman Solon interviewed 17,000 adults in 17 countries, including Argentina, Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Korea, Mexico, Spain, UK, USA and UAE. , between July and August of this year. Respondents represent the country’s population, weighted by age, gender and income. Altman Solon will release further survey results in the coming weeks.

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