53% of US consumers used YouTube regularly to view sports highlights in August 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2020, 8:31 AM UTC

Ring Digital’s recent survey of 1,400 sports video highlights viewers reveals that social media was the “go-to” app category for sports highlights.

With 75 million sports video highlights consumers in the US, 53% viewed sports highlights on YouTube regularly compared to Facebook (45%). The video-sharing platform saw a 10 point growth from June 2017 for sports highlights, while Facebook declined 18 points in the same period.

Other popular social apps used for sports highlights were Instagram (30%) and Snapchat (16%). Social media was selected as the “go-to” destination for sports highlight by 44%, whereas only 28% opted for TV Network Apps.

Of those polled, 53% want multiple camera angles, and super “slo-mo” and zoom, while 33% prefer cool statistics and facts. The total US addressable market for sports highlights is valued at $2.7 to $4.5 billion.

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