In its latest Entertainment on Demand (EoD) Special Report, Kantar reveals the average sports fan in Europe and the UK is spending €88/£76 on streaming services to watch content.
The figure is significantly higher than the amount paid by non-sports fans, says the report, but Kantar adds that it is an investment most fans are willing to make.
The report also found football is the most popular sport in Great Britain, Germany, France, and Spain, contributing to 51 per cent of sports-driven video-on-demand sign-ups.
It also discovered that 1 in 5 new VoD subscribers is motivated by live sports, but sports documentaries and dramas are the key engagement drivers for retention.
But, there is some hope for sports fans as Kantar predicts an increase in sports-driven bundles “in the coming years.”
It adds that sports streamers should “consider how forming partnerships can help them to create value, using sports to provide an entry point to other content and services.
“Currently, there are no dedicated sports bundles available in Europe. Bundling might be an effective remedy to the challenge of the growing fragmentation of sporting rights, without the vast expense of bidding for and winning multiple sports rights,” it added.
The full report is available to view here.
