美國體育流媒體市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

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TRENDSSportsstreamingintheUnitedStatesCHAPTER

01OverviewShareofsportsrightsspendingworldwidefrom2016to2022,bymediacompanyShareofsportsrightsspendingworldwide2016-2022,bymediacompanyDAZNComcast/SkyDisney/ESPNFoxWarnerBros.DiscoveryParamountTelefonicaDirecTVCanal+BT30%25%20%15%10%5%0%20162017201820192020202120223Description:From2016to2022,Comcastwasthelargestbuyerofsportsbroadcastrightsworldwide,withaspendingshareof21.3percentin2022.SecondwasDisney/ESPN,followedbyFox,andWarnerBros.Discovery.Whiletheshareofspendingofthesemediacompaniesdeclinedorremainedquitestableinrecentyears,DAZN'sshareofsportsrightsexpendituresincreased,reachinga6.6percentsharein2022.

ReadmoreNote(s):Worldwide;2016to2022Source(s):AmpereAnalysisSpendingonsportsrightsbysubscriptionover-the-top(OTT)servicesworldwidefrom2016to2023(inbillionU.S.dollars)SportsrightsspendingbysubscriptionOTTservicesworldwide2016-20239876548.55.22.9321021.80.90.40.120162017201820192020202120222023*4Description:Spendingonsportsrightsbysubscriptionvideostreamingservicesworldwideamountedto5.2billionU.S.dollarsin2022,markinganincreasefromthepreviousyears.Aforecastsuggestedthatthespendingwouldcontinuetogrow.

ReadmoreNote(s):Worldwide;2016to2022;*ForecastfromFebruary2023.Thefollowingcountriesareincluded:Australia,Brazil,Denmark,Finland,France,Germany,India,Italy,Japan,Netherlands,Norway,Poland,SouthAfrica,Spain,Sweden,UK,U.S.

ReadmoreSource(s):AmpereAnalysis;InsiderIntelligenceMostwatchedmen`slivesportsintheUnitedStatesasofMarch2023Mostpopularmen`ssportsintheU.S202390%78%80%70%60%50%40%30%20%10%0%62%53%47%42%33%29%29%29%Football(Professional)Basketball(Professional)Baseball(Professional)Soccer(Professional)Hockey(Professional)Golf(Professional)Tennis(Professional)Football(College)Basketball(College)5Description:AsofMarch2023,professionalfootballwasthemostpopularmen'slivesportsintheUnitedStates,with78percentofpeoplewatchingit.Professionalbasketballcamesecondwith62percentofviewers.Bycontrast,collegefootballandbasketballdrew53and42percentofviewers,respectively.ReadmoreNote(s):UnitedStates;March2023;1,041respondents;streamingandtraditionalTVSource(s):LGAdsSolutionsMostwatchedwomen`slivesportsintheUnitedStatesasofMarch2023Mostpopularwomen`ssportsintheU.S202360%50%48%50%40%30%20%10%0%45%39%37%27%25%Basketball(Professional)Tennis(Professional)

Soccer(Professional)

Softball(Professional)

Golf(Professional)

Hockey(Professional)

Basketball(College)6Description:AsofMarch2023,professionalandcollegebasketballwerethemostpopularwomen'ssportsintheUnitedStates,with50percentand48percentofpeoplewatchingit,respectively.Tennisandsoccerfolloweddrawing45percentand39percentofviewers,respectively.ReadmoreNote(s):UnitedStates;March2023;1,041respondents;streamingandtraditionalTVSource(s):LGAdsSolutionsFrequencyofwatchingorstreamingsportingeventsamongadultsintheUnitedStatesasofApril2023FrequencyofwatchingorstreamingsportingeventsintheU.S.202325%20%20%15%10%5%13%11%10%10%7%5%0%Onceadayormore

AfewtimesaweekOnceaweek2-3timesamonthOnceamonthAfewtimesayearOnceayearorless7Description:AsofApril2023,20percentofAmericansstatedtowatchsportingeventsafewtimesaweek,and10percenteventunedinonceadayormore.Meanwhile,sevenpercentonlywatchedsportsonceayearorless.

ReadmoreNote(s):UnitedStates;April14to19,2023;1,009respondents;18yearsandolderSource(s):BigVillageMostpopularwayssportsfansengagewithsportscontentintheUnitedStatesasofNovember2022,bysportMostpopularwaystoengagewithsportscontentintheU.S.2022,bysportGolf75%43%36%Basketball72%Football72%Baseball70%Ice

hockey68%Soccer68%WatchlivesportsonaTVchannelReadingsportscontentinprintoronline38%34%36%53%40%Watchlivecontentonvideostreamingservices37%33%32%41%53%Socialmedia34%33%27%23%21%20%20%20%14%29%21%23%23%21%21%17%13%15%25%21%20%19%16%17%12%9%31%25%23%18%18%18%15%11%10%32%28%29%21%21%21%19%12%15%40%24%28%29%26%32%29%17%22%ListentosportsradioVisitingteamorleaguewebsitesWatchlivestreamedvideocontentonlineWatchnon-livesportsonaTVchannelWatchnon-livevideocontentonlineListentosportspodcastsSportsbettingPlaysportsvideogames11%8Description:Therearemanydifferentwaystokeepup-to-datewithyourfavoritesportsteam,fromwatchinghighlightsonYouTubetofollowingyourteam'sstarathleteonInstagram.DuringaNovember2022surveyintheUnitedStates,almost30percentofbasketballfansstatedthattheyfollowedsportsonsocialmedia.ReadmoreNote(s):UnitedStates;November11to30,2022;1,550respondents;18yearsandolder;inthelast30daysSource(s):Strive;YouGovMostpopularsportsforwhichviewershavesubscriptionstoaccessexclusivecontentworldwideasofNovember2022Mostcommonsportssubscriptionsforexclusivecontentworldwide2022Sharesofrespondents0%10%20%19%30%40%50%60%SoccerBasketballRacing53%25%21%21%TennisCricketAmericanfootballBoxing17%16%AthleticsBaseballHockey14%12%11%IcehockeyGolf11%11%Other8%9Description:DuringaglobalsurveyinNovember2022,overhalfofsportsfansstatedthattheyhadasubscriptiontoaccessexclusivesoccercontent.Incomparison,only11percentofrespondentssaidtheyhadagolfsubscription.

ReadmoreNote(s):Worldwide;November11to30,2022;19,000respondents;18yearsandolderSource(s):Strive;YouGovCHAPTER

02PlatformsMostpopularsubscription-basedplatformsofferingsportscontentintheUnitedStatesasofApril2023MostusedserviceswithsportscontentintheU.S.202340%36%35%30%25%25%20%15%10%5%22%20%19%16%14%4%4%0%Cable/SatellitePeacockHulu+LiveTVYouTubeTVParamountPlusESPNPlusAppleTVSlingTVFuboTV11Description:OveroneinthreeAmericansreliedontraditionalcableorsatelliteservicesfortheirsportsviewinghabits,accordingtoa2023survey.Additionally,25percentofrespondentschosethestreamingservicePeacock,indicatingagrowingshifttowardsstreamingplatforms.Hulu+LiveTVfollowed,with22percentofpeopleinterviewed.ReadmoreNote(s):UnitedStates;April14to19,2023;1,009respondents;18yearsandolder;servicesconsumerscurrentlysubscribetoSource(s):BigVillageNumberofsubscriberstostreamingserviceESPNPlusintheUnitedStatesfrom1stquarter2019to4thquarter2023(inmillions)ESPN+subscribernumbersintheU.S.2019-202330252625.325.224.924.322.822.321.3201510517.114.913.812.110.38.5Q37.9Q26.6Q13.5Q42.4Q32.2Q21.4Q10Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q42019

2019

2019

2019

2020

2020

2020

2020

2021

2021

2021

2021

2022

2022

2022

2022

2023

2023

2023

202312Description:TheWaltDisneyCompanyannouncedthatitssportsstreamingserviceESPN+hadaround26millionU.S.subscribersattheendofitsfourthfiscalquarterof2023.Thismarksanincreaseofnearlytwomillioncustomerscomparedwiththesamequarterofthepreviousyear.ReadmoreNote(s):UnitedStates;December2018toSeptember30,2023;fiscalyearendslateSeptember/earlyOctoberofthecorrespondingcalendaryearSource(s):WaltDisneyNumberofFuboTVpaidsubscribersworldwidefrom1stquarter2021to3rdquarter2023,bymarket(in1,000s)NumberofFuboTVpaidsubscribersworldwidequarterly2020-2023NorthAmericaRestofworld2,0001,8001,6001,4004114203793583941933051,2001,00080060040020003471516731,4771,4451515821,2851,2311,1671,1221,056937947Q12021Q22021Q32021*Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q3202313Description:TheonlineTVstreamingplatformFuboTVreached1.88millionpaidsubscribersworldwideinthethirdquarterof2023.Thismarksagrowthfromthe1.56millionsubscriberscountedinthesecondquarterofthesameyear.NorthAmericaisFuboTV'slargestmarket,countingnearly1.5millioncustomersinthethirdquarterof2023.ReadmoreNote(s):Worldwide;Q12021toQ32023;*ThecompanyhasnotstatedanynumbersfortheinternationalmarketinQ32021.ReadmoreSource(s):FuboTVNumberofpaidsubscribersofPeacockintheUnitedStatesfrom2ndquarter2021to3rdquarter2023(inmillions)PaidsubscribersofPeacockintheU.S.2021-20233025202824222116151313910540Q22021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q3202314Description:Asofthethirdquarterof2023,thenumberofPeacock'spaidsubscribersamountedto28million,markinganincreasecomparedwiththepreviousquarters.Bycomparison,thestreamingserviceownedbyComcasthadasubscriberbaseofninemillioninthefourthquarterof2021.ReadmoreNote(s):UnitedStates;Q22021toQ32023Source(s):ComcastNumberofSlingTVsubscribersintheUnitedStatesfrom1stquarter2017to3rdquarter2023(inmillions)SlingTV:numberofquarterlysubscribers2017-20233.02.692.592.56

2.562.472.46

2.472.442.42

2.422.412.52.372.372.342.332.32.312.262.252.212.22.122.122.01.681.441.5

1.361.00.50.015Description:SlingTVreportedabout2.12millionsubscribersintheUnitedStatesforthethirdquarterof2023.Theover-the-topinternettelevisionserviceSlingTV,whichisownedbyDishNetwork,had2.41millionsubscribersinthecorrespondingquarterofthepreviousyear.SlingTV'ssubscribernumbersalsoincludeSlingInternationalandSlingLatino.ReadmoreNote(s):UnitedStates;Q12017toQ32023;*combinedDBSandSlingTVsubscribers,theindividualcountsforDISHandSlingTVareLRGestimates.FigurespostQ42017includesubscriberstoSlingInternationalandSlingLatino.ReadmoreSource(s):DishNetworkShareofNFLSundayTicketsign-upsonYouTubePrimetimeChannelsintheUnitedStatesfromApriltoSeptember2023ShareofNFLSundayTicketsign-upsonYouTubePrimetimeChannelsintheU.S.202390%80%70%60%50%40%30%20%10%0%Apr2023May2023Jun2023Jul2023Aug2023Sep202316Description:WiththebeginningoftheNationalFootballLeague(NFL)seasoninSeptember2023,sign-upsforYouTubePrimetimeChannelsintheU.S.soared.Thatmonth,80percentofallnewcustomersonYouTubePrimetimeChannelscamefromsign-upsthroughtheNFLSundayTicket,upbyover20percentagepointscomparedtoAugust2023.ReadmoreNote(s):UnitedStates;ApriltoSeptember2023Source(s):AntennaNumberofmonthlysign-upstoAppleTV+andMLSSeasonPassintheUnitedStatesfromFebruarytoJuly2023Monthlysign-upstoAppleTV+andMLSSeasonPassintheU.S.2023AppleTV+788,069MLSSeasonPass900,000800,000700,000600,000500,000400,000300,000200,000100,0000833,500758,251743,406725,745585,997288,101124,74392,27239,492Apr202339,617May202337,987Jun2023Feb2023Mar2023Jul202317Description:ThenumberofuserswhosigneduptoMajorLeagueSoccer`sstreamingplatformintheUnitedStatesjumpedfromJunetoJuly2023toover288,000.AppleTV+alsoexperiencedconsiderablegrowthduringthisperiod,increasingtoalmost834,000inJuly2023.ReadmoreNote(s):UnitedStates;FebruarytoJuly2023Source(s):AntennasDirect;WallStreetJournalCHAPTER

03SportsleaguesandsportingeventsMostpreferredplatformforwatchingteam`sgamebyNFLfansintheUnitedStateasofAugust2023NFLfans'favoriteplatformforwatchingtheirteam'sgamesintheU.S.202345%39%40%35%30%25%20%15%10%5%35%14%8%4%0%PaidstreamingservicesIllegalstreamsCableAntennaSatellite19Description:A2023surveyfoundthatoveroneinthreeNFLfansusedillegalstreamingservicestowatchtheirfavoriteteam'sgamesintheUnitesStates.Themajorityofrespondentspreferredpaidstreamingservicestoenjoythesegames,while14percentpreferredcabletelevision.ReadmoreNote(s):UnitedStates;August2023;3,200respondents;Americanfootballfans;averageagewas42yearsSource(s):OddspediaShareofNFLfansregularlyturningtoillegalsteamingservicestowatchgamesintheUnitedStatesasofAugust2023,byteamNFLfansusingillegalstreamingservicestowatchgamesintheU.S.2023,byteam60%51.6%50%40%30%20%10%0%47.7%47.6%47.1%41.2%40.3%39.3%35.7%35.5%35.1%CincinnatiBengalsGreenBayPackersBuffaloBillsBaltimoreRavensLasVegasRaidersIndianapolis

NewEngland

NewYorkJets

WashingtonColts

Patriots

CommandersNewYorkGiants20Description:Ina2023survey,itwasfoundthat35percentofNFLfansadmittedtoregularlyusingillegalstreamingplatformstowatchAmericanfootballgamesintheUnitedStates.ThesurveyalsorevealedthattheCincinnatiBengals'fandomrecordedthehighestshareofgamepiracy,withoverhalfoftheirfansadmittingtousingunauthorizedstreamingservices.ReadmoreNote(s):UnitedStates;August2023;3,200respondents;Americanfootballfans;averageagewas42yearsSource(s):OddspediaReasonsforusingillegalstreamingservicesamongNFLfansintheUnitedStatesasofAugust2023ReasonswhyNFLfansuseillegalstreamingplatformsintheU.S.202370%64%60%50%40%30%20%10%32%4%0%HighpriceoflegalorofficialoptionsConvenienceOther21Description:InanAugust2023surveyconductedintheUnitedStates,nearlytwointhreeNFLfansadmittedtousingillegalstreamingservicestowatchgames,primarilyduetothehighcostoflegalorofficialstreamingservices.Additionally,roughlyonethirdofrespondentscitedconvenienceofillegalstreamsasareasonfortheirchoice.ReadmoreNote(s):UnitedStates;August2023;3,200respondents;Americanfootballfans;averageagewas42yearsSource(s):OddspediaStreamingviewershipoftheSuperBowlintheUnitedStatesfrom2012to2023(inmillions)SuperBowlstreamingviewershipintheU.S.2012-202325201510521.817.916.811.58.35.13.62.81.80.910.6020122013201420152016201720182019202020212022202322/statistics/1371031/super-bowl-us-streaming-viewershipThenumberofU.S.viewersstreamingtheSuperBowlin2023amountedto21.8million,upfromabout17.9millionstreamingviewersrecordedinthepreviousyear.Bycomparison,over113millionpeoplewatchedthegameviatheirTVnetworks.

ReadmoreNote(s):UnitedStates;2012to2023;vMVPDanddigitalpropertiesSource(s):nScreenMediaLikelihoodofwatchingtheSuperBowlamongadultsintheUnitedStatesin2023,byplatformtypeLikelihoodofwatchingtheSuperBowlintheU.S.2023,byplatformtype90%79%80%70%60%50%40%30%20%10%0%15%5%1%LiveonTVViastreamingservice,suchasPeacockViaamobileappOther23Description:Asurveyfromearly-2023foundthatthemajorityofU.S.adultswerelikelytowatchtheSuperBowlliveonTV,with79percentofrespondentsstatingthis.Further15percentofpeopleinterviewedplannedtowatchthesportingeventviastreamingservices,suchasPeacock.ReadmoreNote(s):UnitedStates;January31toFebruary1,2023;2,205respondents;18yearsandolderSource(s):MorningConsultPreferredplatformtypetowatchtheSuperBowlamongadultsintheUnitedStatesin2023,byagegroupPreferredplatformtypetowatchtheSuperBowlintheU.S.2023,byagegroupLiveonTVViastreamingservice,suchasPeacockViaamobileappOther100%90%80%70%60%50%40%30%20%10%0%18-34years35-44years45-64years65yearsandolder24Description:AsofFebruary2023,mostofU.S.adults,nomatterwhichagegroup,preferredtowatchtheSuperBowlliveonTV,withforexample91percentofpeopleinterviewedaged65yearsandolderplanningtodoso.Incomparison,roughlytwointhree18to-34-year-oldswouldwatchthe2023SuperBowlontelevision.With26percent,thehighestshareofrespondentswhoplannedtousestreamingservicestowatchthesportingeventwasfoundwithinthisagegroup.

ReadmoreNote(s):UnitedStates;January31toFebruary1,2023;2,205respondents;18yearsandolderSource(s):MorningConsultNumberofhouseholdswatchingtheSuperBowlonconnectedTVintheUnitedStatesin2022and2023(inmillions)NumberofSuperBowlviewersonconnectedTVintheU.S.2022-2023GameHalftimeshow40353025201510536.536.728.728.502022202325Description:Around36.7millionU.S.householdswatchedthe2023SuperBowlgame,whichmarkedalittlegrowthfromthepreviousyear.Bycontrast,thehalftimeshowhadasmalleraudiencein2023comparedwith2022.

ReadmoreNote(s):UnitedStates;2022,2023;25millionCTVs,linearandstreamingTVconsumptionSource(s):GlobeNewswire;SambaTVPreferredmethodofwatchingMarchMadnessintheUnitedStatesin2023,byplatformMarchMadnessviewingintentintheU.S.2023,byplatform70%58%60%50%40%30%20%10%0%46%26%10%6%CableorsatelliteTVLiveTVstreamingserviceMarchMadnessLivesiteorappInpersonOther26Description:ThestatisticshowsthepreferredmethodofwatchingMarchMadnessintheUnitedStatesin2022,byplatform.DuringtheMarch2023surveyintheUnitedStates,some58percentofrespondentsstatedthattheyplannedtowatchatleastsomeofthetournamentviacableorsatelliteTV.ReadmoreNote(s):UnitedStates;March4to5,2023;2,132respondents;18yearsandolderSource(s):MorningConsultShareofF1fanssayingthatNetflixseries"DrivetoSurvive"wasareasontheybecamefansofthesportintheUnitedStatesin2022and2023ImpactofNetflixseriesonF1fansintheU.S.2022-20232022202360%50%40%30%20%10%0%49%47%30%29%23%22%MajorreasonMinorreasonNotareason27Description:OveroneinfiveF1fansintheUnitedStatesmentionedNetflix'sdocumentaryseries"DrivetoSurvive"asamajorfactorintheirdecisiontobecomefansofthesportin2023.Thisisadecreasefromlastyear,when30percentofpeopleinterviewedsaidthatF1wasthemajorreasonbecomingfans.ReadmoreNote(s):UnitedStates;March5to7,2022andJuly20to22,2023;550(2023);1,896(2022);self-identifiedF1fansSource(s):MorningConsultDistributionofoftimespentviewingselectedsportingeventsintheUnitedStatesasof2ndquarter2023,byviewingsourceViewingtimeshareofsportingeventsintheU.S.2023,byviewingsourceOverallviewingtimestreamed*Overallviewingtimeoncable,satelliteandOTA81.8%90%80%70%60%50%40%30%20%10%0%84.3%76.9%67.1%32.9%23.1%18.2%15.7%AverageKentuckyDerby,PreaknessStakes,andBelmontStakesTheMastersNBAPostseason28Description:Inthesecondquarterof2023,horseracing,representedbytheKentuckyDerby,PreaknessStakes,andBelmontStakes,hadthehighestshareofviewingtimeoncable,satellite,andover-the-airplatformsamongselectedsportingevents,at84.3percentintheUnitedStates.Golf,specificallyTheMasterstournament,wasalsomorepopularamongtraditionalTVviewersthanamongstreamingconsumers.ReadmoreNote(s):UnitedStates;Q22023;TVpaneldata;*Incl.vMVPDsandsports/newsfocusedappsReadmoreSource(s):InscapeCHAPTER

04ConsumerbehaviorMostpreferredplatformtypetowatchlivesportsintheUnitedStatesasofMarch2023MostpopularviewingplatformtowatchsportsintheU.S.2023PrefersportsTVapp17%PreferTVnetwork50%Nostrongpreference33%30Description:AsofMarch2023,halfoftheU.S.populationtypicallywatchedsportsontelevisionnetworks,accordingtoarecentsurvey.17percentofpeopleenjoyedusingsportsTVapps,whileonethirddidnothaveaspecificplatformtowatchsportslive.

ReadmoreNote(s):UnitedStates;March2023;1,041respondentsSource(s):LGAdsSolutionsFavoriteplatformtypestogetsportscontentwithoutpayTVintheUnitedStatesasofOctober2022PlatformtypestogetsportscontentwithoutpayTVintheU.S.202245%40%40%35%30%25%20%15%10%5%26%23%22%11%0%ThroughaconnectedTVIdonotwatchsportscontent

Payforasportsvideopackage

Iwillgotobarsandfriends`

IwillgotositeswhereIcangetveryoftenonlaptop/computer,smartphone,TV,orotherdevicehousestoviewsportssportscontentfree31Description:AccordingtoasurveyconductedinOctober2022,themajorityofU.S.respondentswouldwatchsportscontentthroughtheirconnectedTViftheydiscontinuedtheirpayTVsubscription.Aroundonefourthofpeopleinterviewedstatedthattheydonotwatchanysports-relatedvideos,suchaslivesportsgames.ReadmoreNote(s):UnitedStates;October13to20,2022;462respondents;18yearsandolder;amongthosewhoaresomewhatlikelytocancelTVserviceinnext12monthsSource(s):VorhausAdvisorsMostpreferredviewingmethodforwatchingselectedlivesportsintheUnitedStatesasofMarch2023PreferencesforviewingselectedlivesportsintheU.S.2023,byplatformtypeCable/Satellite/Antenna55%

55%StreamingTVApp56%60%50%40%30%20%10%0%57%