In our previous Connecting the Dots blog, we delved into how baby boomers are increasingly engaging with video content on different social media platforms, which is also leading to a boom in digital shopping among them. However, that isn’t the only target segment that brands can capitalize upon via video content. The younger lot is just as inclined toward video-based material as anyone else. And this can be seen majorly in how video content has revolutionized sports broadcasting.
The latest GWI report sheds light on how easy and inexpensive watching live matches on streaming platforms like ESPN+ and DAZN has become. Or you can always hop on to TikTok or some other platform to catch the highlights in less than a minute.
Let’s dive into the major highlights of the report.
1. Runtime is of the Utmost Importance
The global average of the time that people spend online is seven hours every day. However, their attention span is not even a fraction of this period. Short-form videos make it easier to get your point across and engage with people instantly. From dance and food videos to heavyweight title highlights, consumers tend to lap it all up in no time.
Watching sports highlights on social media platforms has become quite popular in North America. Using social media for watching sports highlights increased by 17% since Q4 2020. This helps consumers save time, dodge broadcasting and time zone barriers, and participate in conversations around the action.
Not only highlights but watching live events on social media has also seen a massive boost lately and looks all set to continue. But while watching the entire event or game may not be possible for most consumers, brands can dish out short video highlights and offer exclusive footage to make the viewing process more engaging and interactive.
2. Combat Sports is Seeing a Boom
Among the 29 sports that the GWI report analyzed, combat sports saw the biggest year-on-year jumps in watching social highlights. While boxing saw the highest increase of 16%, martial arts, and wrestling surged by 14$ and 12% respectively. MMA and boxing also saw notable increases.
Wrestling, boxing, and MMA organizations still earn much of their revenue from dedicated supporters who pay for watching live events and products. But their focus on short-form content has unlocked doors to new and unexpected audiences like stay-at-home parents.
Short-from video content has become a sure-shot way of attracting fans. With a growing number of male professional athletes landing makeup ambassadorships, the opportunities for potential partnerships are immense.
3. Why Brands Need to Take Notice
Editing and production tools on social media are undergoing a complete overhaul, which has allowed brands to continuously experiment and engage with more people. Similar to brands in combat sports, others can also cut through the noise and reach new audiences.
While the experience of watching live sports is still unmatched, people will anyway talk about the content that they see, both in-person and online.
Bottom Line
TV is still the broadcasting hub of live sports but online streaming and short-form video content are steadily catching up. Brands need to ensure that they offer consumers content in their preferred formats. Also, they must incentivize them for as much engagement as they can. While combat seems to have unlocked the way to boost their revenue and engage with audiences, there are plenty of opportunities for other sports to up their strategy.
To delve deeper into the findings of the report, download the report by clicking here.
We’ll be back with more insightful reports for you. Till then, stay tuned!
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