A new report suggests 21 per cent of US Super Bowl LIII viewers will watch the game between the New England Patriots and LA Rams on 3rd February via streaming.
That’s a 160 per cent increase from the 8.1 per cent who did so for last year’s game, according to the results of a new survey from digital marketing agency Adtaxi.
The company’s annual Super Bowl Viewership and Consumer Streaming Trends report also found:
- 68 per cent of respondents said they will use some other media platform to engage with Super Bowl content while watching. 78 per cent will use social media; 30 per cent will use group chats; 28 per cent will visit sports websites and 15 per cent will access online forums.
- 61 per cent of respondents said they would not miss cable TV if forced to give it up forever. Additionally, 64 per cent plan to cancel their cable subscriptions at some point in favour of streaming content; 41 per cent said they will do so this year.
- 60 per cent said their reason for transitioning to streaming was to save money; 43 per cent was to watch on their own schedule; 43 per cent to binge watch TV; 36 per cent to avoid traditional TV commercials; and 27 per cent said to get to the content they prefer. (Respondents could choose more than one reason.)
“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”