The report, titled ‘The Stream: The Sports Streaming Audience’, reveals that streaming is the fastest growing viewing method, with sports anticipated to be the fastest growing segment.
According to Tubi, the number of people who streamed from internet on a TV screen increased by 13 per cent compared to last year. This number was up 29 per cent year-on-year (YoY) among millennials.
Describing streaming as a ‘business imperative’ for reaching consumers, the study also found that 64 per cent of US consumers aged over 13 stream weekly, with 78 per cent of Gen Z and 82 per cent of millennials streaming weekly.
The study adds that, in a typical week, Gen Z and millennials dedicate more total viewing time to streaming over broadcast, cable, and premium cable than the wider US population over the age of 13.
Tubi also expects nearly a quarter of ad budgets will shift to streaming in the next 12 to 18 months.
The report, which included a mix of online focus groups involving 24 participants and a national online survey which collected 2,000 responses, also gauged the current interest in sports among the US population.
Of the respondents, 81 per cent of adults aged 18 and over are interested in at least one sport, while 50 per cent are actively interested in at least four sports.
Streaming is identified in the report as one of the most effective ways to target fans interested in multiple sports. According to the study, males aged 25 to 44 who follow four or more sports watch 5.8 hours of sports content per week. Females in the same category consume 3.6 hours of sports content per week.
Study: 79% of global sports fans ready to go streaming only
Many of the respondents said they would prefer streaming sports with commercial breaks integrated into the event if they could get it for free. Sports on AVOD interested 45 per cent of fans. The majority of women (55 per cent) aged 25 to 34 favoured AVOD, compared to 37 per cent of men aged 25 to 44.
Despite the appetite for sports streaming, Tubi noted that viewers are tired of jumping through so many hoops and have begrudgingly accepted that they have to use multiple apps to access content. On average, audiences use 4.5 sources to watch their preferred sports content, according to the study.
Tubi added that, in today’s fragmented entertainment landscape, navigation is a challenge for consumers and there is no main entry point where people go first for sports.
Furthermore, the study states that sports streamers in general and AVOD sports interested fans both want an offering with a breadth of sporting types. A case in point is four in ten AVOD sports interested fans liking rugby and lacrosse, according to the report.
As the number of subscription-based services continues to increase, there is also an even greater desire for ‘free’ streaming sports. Tubi says many consumers are asking themselves, ‘how many streaming apps can I pay for before it’s just as bad, if not worse, than paying for cable?’
As a result, the majority of people are experiencing ‘subscription fatigue’ and are looking for alternatives that deliver the same enjoyment, without the cost.
When asked if they would rather have ads than have to pay for another video service, 65 per cent said they were interested in watching sports on AVOD. Sports Pro Media