UK Sport and the Media Market Report 2019
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Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Sport and the Media market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
This report examines how UK adults experience sport via the
media, including live sport and other sports-related content, such
as match reviews and social media coverage. The report explores how people watch/listen to/read sports
content via the TV, internet, newspapers and magazines. The
primary focus of the report is, however, on TV and internet
coverage.
Watching sport in-person at an event venue is not considered
within this report.
Key points included
- The latest market forecasts,trends and insight for 2019
- Need for greater diversity in sports media is brought to the forefront
- Broadcasters hold off new subscription services for now but might struggle in the future
Expert analysis from a specialist in the field
Written by Rebecca McGrath, a leading analyst in the Media sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Currently pay-TV providers have a fairly strong hold on UK sports broadcasting, making it difficult for new entrants into the market, such as Eleven Sports. However, as Amazon further pushes into the live sports arena and more sports introduce their own subscription streaming services the dominance of Sky and BT may be significantly threatened in the coming years
Rebecca McGrath
Media Analyst
Table of Contents
-
Overview
- What you need to know
- Products covered in this Report
-
Executive Summary
- The market
- BT and Sky get Premier League rights for a lower price
- Sterling points to racial bias in sports media reporting
- Eleven Sports’ struggles highlights barriers for new entrants
- Football Association remains firm about Saturday 3pm blackout
- Key players
- Amazon makes further push into live sport
- New Formula 1 subscription service launches
- Discovery buys PGA Tour rights and is set to launch subscription service
- EFL’s iFollow introduced in the UK
- The consumer
- Growth in non-live sports viewing
- Figure 1: Viewership of sports content, October 2016 and 2018
- Nearly eight in ten sports viewers watched live football
- Figure 2: Sports watched live, October 2016 and 2018
- Nearly half watch sport via pay-TV
- Figure 3: Services used to watch live sport, October 2018
- More than one in three have stopped watching a competition after TV service change
- Figure 4: Interest in using services for watching live sport, October 2018
- Sky Sports is viewed as best value for money
- Figure 5: Attitudes towards sports broadcasters, October 2018
- Facebook is most used social media platform for sports content
- Figure 6: Sport and social media, October 2018
- Nearly half still turn to newspapers for sports coverage
- Figure 7: Sport and the media behaviour, October 2018
- Many are calling for more female pundits/commentators
- Figure 8: Attitudes towards sport broadcasting, October 2018
- Unfavourable sports sponsorships are halting shirt sales
- Figure 9: Attitudes towards sport sponsorship, October 2018
- What we think
-
Issues and Insights
- Need for greater diversity in sports media is brought to the forefront
- The facts
- The implications
- Broadcasters hold off new subscription services for now but might struggle in the future
- The facts
- The implications
-
The Market – What You Need to Know
- BT and Sky get Premier League rights for a lower price
- Eleven Sports’ struggles highlight barriers for new entrants
- Football Association remains firm about Saturday 3pm blackout
- Sterling points to racial bias in sports media reporting
- World Cup shown in VR but consumers’ interest is still limited
- Sports challenge broadcasting practices of highlighting ‘hot’ women
-
Market Drivers
- BT and Sky get Premier League rights for a lower price
- Eleven Sports’s struggles highlight barriers for new entrants
- Football Association remains firm about Saturday 3pm blackout
- Sterling points to racial bias in sports media reporting
- World Cup shown in VR but consumers’ interest is still limited
- Figure 10: VR usage for World Cup, September 2018
-
- Figure 11: Interest in using VR for World Cup, October 2018
- Sports challenge broadcasting practices of highlighting ‘hot’ women
- Ballon d’OR incident highlights people’s increasingly low tolerance for undermining female athletes
-
Key Players – What You Need to Know
- Amazon makes further push into live sport
- Facebook gets global rights to football
- New Formula 1 subscription service launches
- Sky and Channel 4 strike deal over F1
- Discovery buys PGA Tour rights and is set to launch subscription service
- EFL’s iFollow introduced in the UK
-
Launch Activity and Innovation
- Amazon makes further push into live sport
- New streaming services have problems with live sports broadcasts
- Facebook gets global rights to football
- New Formula 1 subscription service launches
- Sky and Channel 4 strike deal over F1
- Discovery buys PGA Tour rights and is set to launch subscription service
- EFL’s iFollow introduced in the UK
- Sky Sports launches new dedicated horse racing channel
-
The Consumer – What You Need to Know
- Growth in non-live sports viewing
- More people are watching outside of the home
- More than one in three have stopped watching a competition after TV service change
- Popularity of tennis with women highlights potential of women’s sport
- Nearly half still turn to newspapers for sports coverage
- Facebook is most used social media platform for sports content…
- Sky Sports is viewed as best value for money
- Many are calling for more female pundits/commentators
- Unfavourable sports sponsorships are halting shirt sales
-
Viewership of Sports Content
- Growth in non-live sports viewing
- Figure 12: Viewership of sports content, October 2016 and 2018
- More people are watching outside of the home
- Figure 13: Location viewing live sports content, October 2016 and 2018
- People’s ideal sports viewing experiences are communal
- Growth in non-live sports viewing
-
Services Used to Watch Live Sport
- Nearly half watch sport via pay-TV
- Sport viewing on subscription services is still fairly niche but this might be set to change
- Sport-specific subscription services could appeal to viewers
- Figure 14: Services used to watch live sport, October 2018
- More than one in three have stopped watching a competition after TV service change
- Figure 15: Interest in using services for watching live sport, October 2018
- Free online streams could significantly boost younger viewership
- Figure 16: Interest in using services for watching live sport, by age, October 2018
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Sports Watched Live
- Nearly eight in ten sports viewers watched live football
- Popularity of tennis with women highlights potential of women’s sport
- Figure 17: Sports watched live, October 2016 and 2018
- Four in ten sports viewers watch four or more sports
- Figure 18: Repertoire of sports watched live, October 2018
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Sport and the Media Behaviour
- Nearly half still turn to newspapers for sports coverage
- Attention brought to racial bias in newspapers could turn many readers away
- Figure 19: Sport and the media behaviour, October 2018
- Clubs shouldn’t overlook the importance of podcasts
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Sport and Social Media
- Facebook is most used social media platform for sports content…
- Figure 20: Sport and social media, October 2018
- …but not for 16-24s
- Figure 21: Sport and social media, by age, October 2018
- Facebook is most used social media platform for sports content…
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Sports Broadcasters – Perceptions of Value
- Sky Sports is viewed as best value for money
- Figure 22: Attitudes towards sports broadcasters, October 2018
- Perception of Eurosport’s value could change as it acquires more content
- Sky Sports is viewed as best value for money
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Attitudes towards Sports Broadcasting
- Many are calling for more female pundits/commentators
- Figure 23: Attitudes towards sport broadcasting, October 2018
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- Figure 24: Attitude towards statement ‘Sports broadcasters should have more female pundits/commentators’, by age, October 2018
- More adverts targeting women can create a more inclusive experience
- Many are calling for more female pundits/commentators
-
Sport Sponsorship
- Unfavourable sports sponsorships are halting shirt sales
- Figure 25: Attitudes towards sport sponsorship, October 2018
- Gambling advertising restrictions introduced, with consumers more aware of brand morality
- Figure 26: Attitudes towards sport and sponsorship, answer yes to statements, by parent status, October 2018
- Unfavourable sports sponsorships are halting shirt sales
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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Data
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*databooks not available with UK B2B Industry reports.
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