The Viewing Revolution: How European Sports Fans Are Changing The Game

Ross Video's 2024 Report Reveals Critical Shifts in Fan Engagement and Broadcaster Opportunities

Hello sports tech enthusiast! 👋🏼 Welcome to Regen Sports, your twice-weekly deep dive into the intersection of sports and technology. Every Monday, catch up on the week's most important developments in sports innovation, and every Thursday, explore in-depth analysis of trends, companies, and technological breakthroughs reshaping the future of sports.

I've been neck-deep in industry reports yet again these last couple weeks (as you know, having covered other reports last month), and numerous organisations have released their findings from the previous year.

For today’s release, I'm breaking down Ross Video's insightful report: "A definitive guide to the modern sports viewer," which offers some fascinating perspectives on how European fans are consuming sports content.

The Big Picture: Sports Broadcasting is Booming

Despite traditional TV viewership declining by 26% since 2015, sports content remains the one format bucking this trend. The industry generated $56 billion in 2023 and is projected to hit $60 billion in 2024. With Amazon Prime now showcasing Champions League fixtures, traditional broadcasters face unprecedented competition.

The Modern European Sports Viewer: Key Insights

Football Still Reigns Supreme

The beautiful game dominates across Europe, with a staggering 30% gap between football and the next most popular sport in Germany and the UK. Football has the most ardent fans, with 34% of Germans, 30% of UK viewers, 27% of French viewers, and 24% of Irish fans ranking it as their favourite sport.

Second Screen Revolution

While 64% still prefer watching on television, the shift to smaller screens is accelerating:

• 28% of UK fans and 31% of Irish viewers now regularly use smartphones and tablets

• 17% of European fans watch multiple sports broadcasts simultaneously

• Nearly a third (31%) message friends and family during broadcasts

Something we also uncovered in this report on Gen Z viewing experiences.

The Social Viewing Experience

There's a fascinating regional divide in social engagement:

• UK and Irish viewers are highly engaged: 22% post content during broadcasts

• German (15%) and French (19%) viewers are less likely to browse social media during games

• Irish viewers lead Europe in social browsing during broadcasts at 39%

Graphics and Visual Innovation

Younger viewers, particularly those 18-34, are driving demand for advanced broadcast features:

- 47% want increased overlay statistics and graphics

- 42% desire enhanced studio analysis

- 61% of French viewers aged 18-34 want more behind-the-scenes content

- 24% of UK viewers aged 35-44 would pay extra for improved graphics

Sustainability Matters

Environmental concerns continue to resonate with sports fans, particularly in Ireland and the UK. In Ireland, concern among 25-34 year-olds jumped from 46% to 62% in just two years.

What This Means for Sports Tech

The report highlights several opportunities for broadcasters:

1. Multi-platform optimisation - Graphics and visuals must look great on TVs, phones, and tablets

2. Shareable content - Create graphics, stats, and highlights designed to be shared during broadcasts

3. Real-time data visualisation - Modern fans expect F1-style real-time statistics and insights

4. Multi-sport awareness - Viewers are tracking multiple events simultaneously and need seamless updates

5. Regional customisation - European markets show significant differences in viewing habits

What's particularly interesting is how younger fans are driving innovation, demanding features inspired by video games like EA Sports FC - from penalty heat maps to 360-degree replays and the new "Game Cam" being tested in Premier League coverage.

Final Thoughts

As broadcasters compete for attention in an increasingly fragmented landscape, understanding these viewer preferences becomes mission-critical. The most successful sports broadcasts in 2025 will be those that embrace multi-device optimisation, interactive graphics, and shareable moments that extend beyond the broadcast itself.

The modern sports viewer isn't just watching—they're participating, analysing, sharing, and expecting broadcasters to keep pace with their evolving habits. For tech providers and production teams, this presents both challenges and incredible opportunities to reinvent the viewing experience.

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!

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 or friends who might benefit from these insights. The sports tech industry grows stronger when we learn together.