12 AUG 2022

Why is ancillary content key for engaging younger live sports fans

Younger viewers are more likely to engage with ancillary sports content including social media content, betting, sports video games, sports documentaries, and fantasy sports games, according to Ampere Analysis.

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Sports fans across 12 major markets report watching an average of nearly four hours of live sport each week. But among younger viewers, engagement with live content is generally lower: 18–34- year-olds spend 17% less time watching live sport than their 35-64 aged counterparts, according to Ampere Analysis’ latest “Sports Consumer” survey. This disparity is even greater in the United States and major five European markets, where it rises to 21%.

However, younger viewers are more likely to engage with ancillary sports content including social media content, betting, sports video games, sports documentaries, and fantasy sports games such as Fantasy Premier League. Moreover, users of ancillary content spend more time watching live sport.

In the United States, UK, France, Germany, Italy, and Spain, the most engaged group are those sports fans who play fantasy sports games. Furthermore, people who play fantasy sports games spend – on average – 17% more time watching live sports than the average fan.

“A key reason for engaging younger viewers is that they report high willingness to spend on live sports content,”  commented Ben McMurray, Senior Analyst at Ampere Analysis and the author of the report.

Across the United States and the major five European markets, the average sports fan is willing to pay US$28.42 per month to watch all the live sports content they want, but for 18-34s this figure rises to $36.05 (27% higher). Furthermore, young sports fans who engage with ancillary sports content are willing to pay the most, with aged 18-34 fantasy sports players willing to invest an average of US$43.99 per month on watching sports content.