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Where have the young sports fans gone?
- 1. WHERE HAS THE YOUNG SPORTS FAN GONE?
- 2. SPORT 2000 2006 2016 Horse Racing 51 56 63 MLB 52 52 57 Tennis 45 - 54 Olympics 45 50 53 NCAA Basketball 44 48 52 NCAA Football 47 48 52 NFL 44 46 50 Boxing 45 47 49 NHL 33 42 49 NBA 40 40 42 Soccer 36 36 39 SHOCKER! TV SPORTS AUDIENCES ARE GETTING OLDER! PRIVILEGED AND CONFIDENTIAL LIVE SPORTS AUDIENCES CONTINUE TO GET OLDER (Median Ages of TV Sports Viewers)
- 3. PRIVILEGED AND CONFIDENTIAL EVERYONE IS WATCHING LESS TV… YOUNG PEOPLE A LOT LESS YOUNGER AUDIENCES’ TV CONSUMPTION IS WANING FAST (Live + VOD + DVR, Based on Q2’s) CHANGE IN TIME SPENT WATCHING TV BY AGE GROUP 10% 0% -10% -20% -30% -40% -50% 2010 2011 2012 2013 2014 2015 2016 18-24 -42% 12-17 -40% 25-34 -31% 2-11 -23% 35-49 -11% Total -10% 50-64 +2% 65+ +9%
- 4. THE FOCUS IS SHIFTING FROM CONTINUOUS LIVE VIEWING TO FOLLOWING VIA SOCIAL YouTube Facebook Instagram Snapchat Twitter Apps Following Default sports consumption behaviour Watching Largely reserved for Biggest games Attending Declining PRIVILEGED AND CONFIDENTIAL
- 5. Rights down by 14% for the Premier League in the UK. The first time the price has fallen ever in a Premier League rights auction. Two Premier League packages remain unsold. PRIVILEGED AND CONFIDENTIAL ...WHICH LEADS TO THINGS LIKE THIS.
- 6. PRIVILEGED AND CONFIDENTIAL SO ARE YOUNG PEOPLE OVER SPORTS?
- 7. …BUT PERHAPS NOT FOOTBALL AS WE KNOW IT. PRIVILEGED AND CONFIDENTIAL YOUNG PEOPLE SEEM TO LIKE FOOTBALL ON SOCIAL... Q3 2015 Q3 2017 GROWTH 5.8 Billion Views 1.1 Billion Views 89% EURO 2016 SAME TIME PERIOD 2017 GROWTH 3 Billion Views 3.3 Billion Views 10% Q3 2015 Q3 2017 GROWTH 6.2 Billion Views 8.4 Billion Views 35% 285 Million Views 2.9 Billion Views 917% EURO 2016 SAME TIME PERIOD 2017 GROWTH 2.6 Billion Views 3.1 Billion Views 19% 515 Million Views 1.1 Billion Views 113%
- 8. WHICH CUP COMPETITION AT WEMBLEY IS THIS? PRIVILEGED AND CONFIDENTIAL
- 9. WHICH BRAND IS BIGGER ON YOUTUBE? PRIVILEGED AND CONFIDENTIAL OR THE F2 FREESTYLERS FC BARCELONA
- 10. WHO ARE THE STARS OF THIS PANEL SHOW AND WHY SHOULD YOU CARE? PRIVILEGED AND CONFIDENTIAL
- 11. PRIVILEGED AND CONFIDENTIAL HOW MANY OF YOU WATCHED THIS GLOBAL SPORTS EVENT?
- 12. AND THERE ISN’T ENOUGH TIME TODAY TO EVEN BEGIN TO START TALKING ABOUT THINGS LIKE THIS. PRIVILEGED AND CONFIDENTIAL
- 13. SO WHAT DOES THIS ALL MEAN? (How about some bullet points instead of graphs and pictures) ● Just because everyone watched live sports in the past doesn’t mean they will in the future. ● What you thought was sport may no longer be the case. ● It may be a cliche, but think community first. Build your community around key passion points. The business will flow from that. PRIVILEGED AND CONFIDENTIAL
- 14. LET’S FINISH WITH SOME VIDEOS PRIVILEGED AND CONFIDENTIAL
- 15. TIRED OF MY VOICE YET? - Jeff Nathenson jn@thewhistle.com