Sporting News Media Launches "Sporting Views" Research Report

Oct 14, 2014

Sporting News Media (SNM) has launched a proprietary research program, being called "Sporting Views", which will shed light on how sports fans consume and engage with digital sports content in the US. SNM will analyze data from its SN ePlayer network, which reaches more than 20 million sports fans and serves up over 300 million streams in the US each month across 350 local and national publishers' sites, news portals, and key digital sports news destinations. This first report looks at fan engagement and viewership from January 2014 through September 2014.

Sporting News Media has found that sports video content accessed from local publishers is not necessarily being viewed by sports fans located within the publisher's local market. Analysis of sports video consumption from publishers in ten of the nation's largest markets (DMAs) revealed that 62.1% of fans accessing sports video content on these sites did so from an out-of-market DMA.  Of the markets measured, Dallas (72.7%), Los Angeles (71.3%), New York (70.9%), Miami (70.3%) and San Francisco (60.8%) had the largest percentage of users viewing sports video content from outside of the immediate local market, followed by Detroit (59.9%), Boston (56.6%), Chicago (51.2%), and Seattle (49.9%).  In-market fans did, however, show to be more engaged, accounting for a proportionately larger percentage (50.2%) of video views on publisher sites in these markets.

Sports video consumption by day of week reveals broadly similar trends across Q1, Q2, and Q3 with fans coming online more on weekdays to view highlights from the previous day's/night's games. A noticeable increase is seen on Mondays during quarters that include the NFL regular season or playoffs. Monday usage accounted for 17.8% of average weekly video consumption during the first quarter, and 16.7% in the third quarter.  During the second quarter of the year, viewership was relatively consistent from Monday through Thursday, probably related to the weekday nature of NBA, NHL and MLB, which carry both regular season and playoff schedules in Q2. Saturdays accounted for the smallest percentage of average consumption.