The Sports Media Revolution: Where Tradition Meets Tomorrow
Insights from Altman Solon's 2024 Global Sports Survey
Hello sports tech enthusiasts, 👋🏼
My head has been stuck in reports lately, and by lately, I mean the last couple weeks. The Altman Solon Global Sports Survey is the latest one we’ll unpack, and it's painting a picture that should make every sports executive sit up and take notice. 👀
We're at what appears to be a critical inflection point in sports media consumption, and the data tells a story that's both challenging and full of opportunity.
Just in case you were wondering who/what Altman Solon is and why you should care they wrote a report, Altman Solon is one of the world's largest telecommunications, media, and technology strategy consulting firm. Now that that’s out the way, back to the report.
The Generation Gap Is Real (And It's Getting Wider)
Let's cut to the chase: while general interest in sports remains robust across age groups, with about 60% watching sports monthly, we're seeing a concerning trend. The survey reveals that younger generations are showing measurably less interest in sports compared to their older counterparts. This generational divide is particularly pronounced in the U.S. and U.K. markets.
But here's what's really fascinating:
The New Viewing Paradigm
Young fans aren't necessarily losing interest in sports - they're just consuming it differently:
They're watching more highlights and fewer live games
44% prefer highlights because they can watch them on their own schedule
41% are mainly interested in just the results
36% value the ability to easily share content with friends
The Industry's Wake-Up Call
Here's the kicker: 65% of sports executives are worried that live sports are losing relevance, yet only 19% believe the industry is being proactive enough in addressing this challenge. The primary culprit? Complacency at the executive level, according to 65% of respondents.
The Access Paradox
Perhaps the most telling statistic: 66% of fans struggle to access their favourite sports content, and 56% say they would watch more if accessibility were improved. This isn't just a minor inconvenience - it's a massive opportunity gap the industry needs to address.
The Access Conundrum: Bridging the Gap Between Interest and Viewership
The deeper we dive into Altman Solon's data, the more we uncover a fascinating disconnect between fan interest and actual viewership. This gap represents both a challenge and an unprecedented opportunity for the sports industry.
The European Football Puzzle
Here's an eye-opening statistic: only about two-thirds of fans who follow major European football leagues actually watch live games. In contrast, major U.S. leagues are managing to convert about 77% of interested fans into live viewers. This difference isn't just a number - it's a clear signal that something in the European market isn't quite clicking (Ligue 1 👀).
The Price of Entry
Let's talk about what's really going on here:
43% of sports fans are interested but unwilling to pay under current pricing models.
The English Premier League presents a perfect case study of this challenge:
U.S. fans need to spend $816 annually across multiple subscriptions
U.K. fans face a $460 annual investment
In contrast, markets like France and Germany have more consolidated, though still expensive, access models, as evidenced in this article.
The Discovery Dilemma
The survey reveals some crucial pain points:
38% can't access channels showing their desired content
23% face regional broadcasting restrictions
23% struggle to know when games are on
18% don't know which channel to tune into
Community: The Overlooked Powerhouse
Here's something fascinating that many industry players are missing: the most popular way fans keep up with sports is through friends and family. This community aspect is particularly strong among younger fans, who heavily engage through social media channels.
Looking Ahead
The data suggests we're at a crossroads. The traditional model of high-price, all-access subscriptions is creating a barrier for casual fans while potentially driving others toward less legitimate viewing options. The industry needs to consider more flexible approaches:
Tiered pricing strategies
Ad-supported options
Pay-per-view alternatives
Community-focused distribution models
The message is clear: the future of sports viewership isn't just about content - it's about accessibility, flexibility, and community engagement.
And there's more to come! This fascinating deep-dive into fan habits is actually just the first of five publications from Altman Solon's comprehensive 2024 Global Sports Survey. In the coming months, they'll be releasing:
Sports Rights Monetisation (December 2024)
Investor Perspectives (January 2025)
AI & Innovation (February 2025)
Middle East's Sports Growth (March 2025)
Make sure you're subscribed so you don't miss my detailed breakdowns of each report as they're released. These upcoming publications promise to give us an unprecedented look at how the sports industry is evolving across multiple dimensions.
Until Monday, when we'll be back with our regular recap of the latest news and developments in sports tech! Until then,
Track the Trends. Spot the plays. Shape the game.
Thanks for reading,
Dean
P.S. If you found this newsletter valuable, please share it with colleagues who might benefit from these insights. The sports tech industry grows stronger when we learn together.