TV sets are not the desired device to watch sport, says Accenture study

Sports fans aren’t watching as much sport content on their television sets as they used to, with only 19% of audiences preferring to watch the game on TV, according to a new study.

The results of the Accenture study follow on from another study which found that 3.5 million viewers were using multiple devices when consuming sport at home.

According to the Accenture study, nearly half of consumers (41%) recorded mobile handsets – smartphones specifically – as their device of choice for short video content, a 28% increase from last year.

Television sets are no longer audiences’ preferred device for viewing TV shows and video content, with only 23% of consumers watching shows on a television set, a study has revealed.

Other devices such as laptops, desktops, personal computers and smartphones have taken over the traditional TV model of watching shows, with 42% of audiences preferring to watch TV shows on a desktop or laptop – this has increased 32% since last year’s survey.

According to the study, the amount of viewers who watch TV shows on television sets dropped 55% over the course of one year from 52% in 2016 to 23% this year.

In 2016’s survey, 10% of people said they would rather watch TV shows on their smartphone, while this year’s survey saw 13% list smartphones as their preferred device.

Only 5% of people said they would watch short video content on their television screens, dropping from 16% last year.

The research by service company Accenture asked 26,000 consumers aged 14 and over across 26 countries including Australia, taking into consideration consumer perceptions of digital devices, content and services, purchasing patterns and preference and trust in service providers.

At Mumbrella’s Sports Marketing Summit on June 21 there will be a session unpacking ‘Screens, Streams and Stadiums: The Future of Live Sports Entertainment’. The session will discuss the changing demands of the modern sports fan with Stuart Taggart, founder and CEO of Relevant Innovation.




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