Industry Insights Explore Sports Consumption Behaviors of Streamer
Generation Stream: Sports Edition presented by Disney Advertising Sales, explores the behaviors and motivations of sports streamers. Sports streamers are identified as individuals who consume sports content across multiple screens and engage with their favorite leagues, teams and athletes across digital platforms. Inclusive of live TV; video on demand; connected TV; social media, websites and more. This report uncovers trends that inform future behaviors of sports consumers and reveals how to connect with them.
“The first volume of Generation Stream allowed us to dive into the experiences and moods of TV streamers in a way that we knew further exploration of sports streamers specifically had to be our next step,” said Asaf Davidov, vice president of Measurement & Insights for Disney Advertising Sales. “The insights of this report uncover what inspires sports fans and how they are enhancing their sports viewing experiences across multiple screens. Our findings have presented Disney and our partners with the opportunity to connect with sports fans in meaningful ways with content, brands and advertising.”
In order to keep score on how sports fandom is evolving and explore the trends that are defining the future of TV and sports, Disney presents ‘The Scorecard,’ the first installment of Generation Stream: Sports Edition, which serves as a snapshot of sports streamers. Insights range from how sports streamers are identifying with eSports to a deep dive into ways people are extending their sports experience in different ways.
Three key insights that emerged:
93% of sports streamers say social media benefits their sports viewing experience.
86% of sports streamers say that the past year changed the way they watch sports.
68% of sports streamers have become passionate about a sport they didn’t have access to before streaming.
This new study comes on the heels of Generation Stream Volume 1, Hulu’s foundational thought leadership study, released in 2020. The first iteration of Generation Stream took a deep dive into streaming attitudes and motivations, uncovered trends that could inform future behaviors, and ultimately revealed how to connect to streamers in meaningful ways.
Looking ahead, the following five segments of Generation Stream: Sports Edition will be released once a month:
- Sports Fandom 360
For additional information including videos, Q&As with culturesetters and downloadable reports visit the Disney Advertising Sales Insights web page.
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