Altman Solon survey sees women’s sports increasing its audience, while viewers are also opting for highlights over live games
Sports viewing in the UK has increased significantly since the start of the pandemic, according to Altman Solon’s 2022 Global Sports Survey, with women’s sports, particularly football, enjoying strong interest.
The survey of consumers across 17 countries provides a detailed analysis of the growing trends across sports interest and viewership, awareness of live TV and sports OTT services, and international fandom.
As well as uncovering an increase in viewership, the survey reveals global sports rights fees and franchise valuations remain high, with several billion-pound transactions occurring in the last year alone.
The 2022 Global Sports Survey found more than half of respondents (57%) are watching more sports now compared to 2020 (43%), with football the most watched sport at 42%, followed by tennis (9%), cricket (8%) and rugby (7%).
54% of monthly sports viewers also say they watch women’s sport, with women’s football the most popular sport.
European football bodies continuing to invest heavily in women’s leagues have paved the way for a surge in popularity. The growing interest in women’s football is also demonstratedby record-breaking fan attendance, including the recent women’s Euro final between England and Germany, which saw 87,192 fans at Wembley Stadium.
Another major driver of the increasing sports viewing in the UK is the rapidly evolving viewing habits of sports fans. The survey revealed audiences expect a more direct engagement with clubs and federations, and prefer shorter form content and interaction.
Fans are increasingly consuming sports via digital platforms and services, with streaming OTT services providing real-time catch-up and stats. Audiences also prefer to receive news and highlights through social media, replacing time spent watching sports live, according to the survey.
Key data points from the survey include:
- 57% of UK respondents said they watch sports monthly
- UK sports fans tend to watch about 3.5 hours of live sports per week
- 21% of UK respondents would watch live games in virtual reality (VR)
- 30% of UK respondents would watch live games as if inside their favourite stadium or arena in VR
Ian Lube, partner at Altman Solon, said: “This year’s Global Sports Survey highlights a growing shift towards positive evolution that is being driven by the success of women’s sports, innovations in technology, and changes in fandom.
“This was a very exciting summer for sports, particularly with the success of the Lionesses in the UEFA Cup. In addition to the historic accomplishments on the pitch, all of England came together behind the Lionesses, packing Wembley and watching the match on TV or livestreams. The economic potential of women’s sports is reinforced by the survey results, which provide rationale for continued and increased investment and support of women’s sports.”
Altman Solon surveyed 17,000 adults across 17 countries, including Argentina, Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Korea, Mexico, Spain, UK, US, United Arab Emirates, between July – August this year. Respondents represent the country’s population, weighted by age, gender, and income. To view more findings from the report, click here.
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