A new study by Grabyo has found sports fans in the UK are increasingly choosing to watch content on their smartphones or via a streaming device over traditional TV.
The 2022 UK Sports Video Trends report surveyed over 1000 consumers across the UK to discover more about their video consumption habits.
It found that in comparison to 2021, viewing on smartphones has increased in popularity from 37 per cent of respondents to 60 per cent. Smart TVs topped the poll with 65 per cent of respondents stating that’s how they watch sport. Traditional TV now sits at just 22 per cent, the report states.
In terms of which devices sports fans rank in their top three for watching content, the report again Smart TV to be the most popular, with 53 per cent (a drop of one per cent compared to 2021), while 44 per cent of respondents said smartphones. Again, traditional TV saw a drop in popularity compared with last year, decreasing from 21 per cent to just 12 per cent.
The report also found that 80 per cent of UK sports fans now want to watch sport exclusively on streaming platforms, as pay-TV customers continue to decline in the UK.
“Since 2019 we have been closely tracking how sports fans want to consume video, and this year’s findings suggest we’re nearing a tipping point. Sports viewership may begin to fall back unless more flexible streaming options become available” said Gareth Capon, Grabyo, CEO.
“Many broadcasters are acutely aware of this trend, but our findings paint a clear picture of what sports fans want from rights holders and broadcasters. With social media and streaming becoming the preferred options for video viewing, linear broadcast audiences will continue to fall.”
The full report is available here.