Australians are watching 60 million hours of sport per week, according to nbn

Australians are spending approximately 60 million hours per week watching sport at home, according to a recent nbn study, with 3.5 million viewers using multiple devices when consuming sport at home.

The study commissioned by nbn and conducted by Gemba Group also found 7 million people believe in-home experiences are better than at-stadium games and matches because it allows them to get closer to the action.

Rob Mills, CEO of the Gemba Group, said: “The lines between sport and entertainment have blurred beyond recognition. Sport fans now demand non-stop entertainment, full immersion and unfettered access to athletes, team and events. Digital technologies and increased connectivity is at the core of this revolution. More sports, deeper engagement and a heightened experience. All enabled by a rapidly developing digital eco-system.”

According to the research, 6m people aged 16 and over expressed the want for virtual or augmented viewing experiences and one in three Australians have stayed up all night streaming sports content.

55% of Australian sport fans say they use the internet to feel more connected to sport with YouTube being the largest content source (62%) in front of Facebook (54%), Instagram (26%), Snapchat (24%) and Twitter (19%).

Gavin MacDonald, director of business innovation at the Australian Institute of Sport, said: “The pathway into fandom has changed dramatically. Gaming, eSports, social media and digital content are now the first point of exposure for many. Kids are no longer just following the same sports, teams and athletes that their parents did.”

Australians are also not just interested in one sport with 16.4 million people, on average, saying they are interested in one or more sports with 8.5 million of those consuming cricket at home.

At Mumbrella’s Sports Marketing Summit on July 21 Clarity Strategic Research will delve into sports fans’ thoughts of the sport content available to them, discussing if they are overwhelmed or more engaged than ever.


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