Consumers in the US who watch sports are more likely to stick to traditional pay TV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 24, 2019, 10:45 AM UTC

Altman Vilandrie & Co. conducted an online survey of more than 5000 US customers.

This piece says that regular or semi-regular sports TV viewers are less likely to disconnect their cable connection as compared to people who do not watch sports. The report found that 90% of regular sports TV viewers subscribe to pay TV and only 7% of them were “cord-cutters.”

Of the 67% of people who rarely watch sports, 18% had discontinued traditional pay TV, and a further 16% have never had a “cable, satellite or telco-based pay TV service.” Among those who watch sports on TV, 79% of them are traditional TV providers, while 11% of them also buy virtual pay TV services.

Furthermore, young TV sports viewers aged between 18-24, rated NBA as their favourite sport at 22%, with NFL taking the second spot at 17%. Older demographics seemed to prefer Major League Baseball, with 21% of people aged 55 and above watching the sport.

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