WHAT MOTIVATES SPORTS FANS TO ACCESS ILLEGAL STREAMS?

Over half of sports fans in ten countries watch pirated services at least once a month, according to research carried out for technology firm Synamedia by Ampere Analysis.

In detail, the researcher discover that, wihle 89% of sports fans have a pay-TV or subscription OTT service, over half (51%) still watch pirate sports services at least once a month. Furthermore, of those who regularly view illegal sports content, 42% watch sports fixtures on a daily basis. This is over 60% higher than the average sports fan. This suggests there is a considerable opportunity for operators to drive incremental revenues with targeted sports offerings.

The report also segments sports fans for the first time based on their attitudes to, and consumption of, pirate sports content. Therefore, Synamedia has identified three main groups of sports fans (segmented into five distinct clusters in the report): “Loyal Stalwarts,” “Fickle Superfans,” and “Casual spectators”.

Found disproportionately in soccer-mad nations, Loyal Stalwarts (26% of respondents) are big viewers of pay-TV sport. Almost all believe it’s wrong to watch pirate sports content yet more than a third (35%) still do it at least weekly. As diehard fans, they would be prepared to top up their sports subscriptions if they could legitimately access all the content they want to watch on any device – both at home and on the move.

Living mainly in developing markets, Fickle Superfans (31%) have a huge appetite for a wide range of national and international sports and all consume pirate sports content, with 89% doing so at least weekly. They might pay more for legitimate sports services if they could access more flexible packages, a broader range of sports, or multiscreen services with frictionless onboarding and flexible terms.

The last group, the Casual Spectators (43%), are consumers who don’t follow league sports but love watching major sporting events such as the Olympic Games, the Superbowl and tennis grand slams. The least likely group to pay for a legitimate sports TV subscription, almost a fifth (17%) say they watch illegal content at least weekly – despite their lower levels of interest relative to the other segments. They are likely to be lured away from pirate streams by “light” access to tournaments, flexible payment models, and pay-to-play access to big events.

“Global spend on TV sports rights is set to total almost $50 billions in 2020. Protecting these revenues and keeping sports on screens requires a deeper understanding of the evolving piracy landscape and a cogent response. This initial research into what motivates sports fans to access illegal streams establishes a baseline for a more nuanced and targeted approach to combatting piracy. Our ambition is to help sports rights holders and operators apply a more forensic approach that drives up legitimate revenues, reduces sports’ fans reliance on illegal streams and takes the wind out of the pirates’ sails,”  said Simon Brydon, Senior Director of Sports Rights Anti-Piracy at Synamedia.