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In the US, from September 2022 to August 2024, during major sporting events like Super Bowl and Copa América the co-viewing rate was nearly 50%, with a 20-point gap in co-viewing between Hispanic and Black viewers, and a 10 to 15-point gap between younger and older viewers.

New insights reveal how connected TV transforms live sports viewing, reshapes fan engagement, and creates new opportunities for advertisers to captivate audiences.

These findings stem from a recent study undertaken by Hub Entertainment Research. The research suggests access to sports does indeed strongly influence viewers’ choice of platform.

Hosted at the InterContinental Bali Resort from February 22 and 23, the 2024 edition welcomed 350 participants from about 200 companies representing 31 countries.

The case comes after the three companies announced their plans to launch a streaming service offering an all-in-one sports programming package.