By Rebecca Roberts, CIPR Sports Network Committee
We talked recently about the changing media mix around younger fans and how this years’ World Cup had adapted how it presented content and partnerships to align, but what are British sports fans saying?
YouGov released some data this month to understand what fans want and how they’re consuming content. It found that 19% of sports enthusiasts surveyed watch a lot of sports content on social media, with 53% saying they watch a little and around a quarter (27%) say they watch none at all.
When it comes to content creators and influencers who produce this material, overall opinion is more positive than negative with a third of fans (34%) have an overall favourable opinion of content creators or influencers, with a quarter holding an unfavourable view (23%).
Generational difference?
Exploring by age, Gen Z and younger Millennial fans view this more positively than the over 55s, 60% of 18-34s compared to 15% of 55+s. But the 35-54s are also pretty positive at 38% and overall the negative perception of influencers and creators of all under 55s is minimal. Over 55s have the highest negative perception of them at 32%, and this may mirror their overall view of influencers and creators more broadly, not just within sport.
Does it differ by sport?
The survey then explored different sports which is helpful based on the mixed coverage we’ve seen – from influencers interrupting Wimbledon, to exhibition boxing fights between influencers (and streamers in their droves) to the sports, creating some negative debate.
Boxing fans are more likely than other sports fans to say that content creators have had a positive impact (30%), rather than a negative one (22%). Football and Tennis were close behind too (30% and 23%, 29% and 23% respectively). Interestingly Rugby and golf have a far closer gap between those saying positive and negative (Rugby 28% and 25% and Golf 29% and 27%). Cricket fans however are most likely to think that influencers have had a negative impact, 22% positive vs 35% negative.
What kind of influencers?
This section was interesting as it identified the types of voices fans wanted to have content from. Overall fans said they watch content creators/influencers such as journalists or analysts – sports experts who don’t necessarily have professional experience (37%). Around a third said they also consume content made by influencers who have some professional athletic experience (31%), or that’s made by sports fans (31%). And 15% watch content made by those who are not primarily known for their experience or interest in sports.
Content on Social
Unsurprisingly, highlights were the most popular form of content among the public (61%) across all age groups. News and rumours followed (41%) but as with wider trends on news media habits, younger audiences were more likely to consume sports news on social media (45% of 18-34s) than older age groups (38% of over 55s).
Entertainment content was third overall and again this followed a similar pattern among age groups, with younger audiences more likely to consume it than older. Analytical content was fourth popular, with younger audiences far more likely to consume it than older age groups (47% vs 30%). Behind the scenes content was similarly consumed across under 55s, with BTS player interviews that peek behind the curtain most popular (75%) followed by humorous content with players and staff (70%).
What does this mean for sports communicators?
With social-first news journeys and an ongoing growth in influencer and content creators in sport, reviewing the mix of content provision around any sports event, team or sports organisation is a given.
What’s interesting however, are the different habits, expectations and engagement among age groups and sports type that should factor in how sports communicators review and adapt their offering.
Ensuring all audiences are served and opportunities are integrated into your overall strategy should future proof how you approach shifting media habits and ensure you’re maximising how you can tell your stories, engage with fans and leverage commercial relationships.
Check out the data on YouGov here
