Unpacking Insights from the First Trends Survey of the Year
How AI, Women’s Sports, and Collaboration are Set to Shape the Game in 2025
Hey Sports Tech Enthusiasts! 👋🏼
Fresh off the press, Stats Perform and Opta AI just dropped their "Sports Fan Engagement, Content Monetisation & AI Trends Survey" and boy, do we have some juicy insights to unpack! After diving deep into responses from 700+ sports media executives, here's what's shaping the future of fan engagement.
Image source: Stats Perform
Participating Organisations
The report features contributions from a diverse array of sports media organisations, including teams, leagues, federations, and sponsors. This broad participation underscores the collective interest in harnessing new technologies and strategies to enhance fan experiences and drive revenue growth.
The Impact of AI on Revenue
Artificial Intelligence (AI) is not just a buzzword; it's a game changer. The report reveals that organisations adopting AI are three times more likely to find it easier to monetise their content compared to those still on the sidelines. With a 33% average positive shift in expectations for audience and monetisation growth through AI, the message is clear: embracing AI is no longer optional—it's essential for survival in this competitive market. To further drive this point home:
Organisations using AI are 3X more likely to monetise content successfully
33% average boost in audience and monetisation growth
Traditional methods are becoming obsolete fast
Why This Matters: If you're not at least exploring AI in your sports organisation, you're leaving money on the table. Plain and simple.
Women’s Sports & Audiences
Women’s sports are gaining traction, with 50% of sponsors focusing on this area. However, there's a disconnect; while 70% of teams and leagues aim to grow female audiences, only 32% link this initiative to monetisation strategies. This presents a significant opportunity for broadcasters and digital platforms to tap into an underutilised market that promises substantial returns if approached correctly.
Why This Matters: There's a massive disconnect between audience growth and revenue strategies. Smart organisations will bridge this gap and capitalise on the untapped potential.
Monetisation Challenges
Despite the potential for revenue generation, many organisations face challenges in monetising their content effectively. The report highlights that owned platforms like websites and apps are twice as effective at generating revenue compared to social media. Yet, many are still under utilising these channels. This gap indicates a pressing need for strategic shifts in how content is delivered and monetised.
Owned platforms generate 2X more revenue than social media
Many organisations still throwing resources at low-ROI channels
Content teams working in silos = money left on the table
Engaging Younger Generations
The younger demographic is redefining fan engagement. With 77% of Gen Z fans multitasking during games, innovative storytelling and immersive content are crucial for capturing their attention. This generation demands more than just traditional broadcasts; they seek engaging narratives that resonate with their lifestyle and interests.
77% multitask during games (yes, you're competing with TikTok!)
Traditional broadcasts aren't cutting it anymore
Demand for innovative storytelling is skyrocketing
Why This Matters: The attention economy is brutal, folks. If you're not creating thumb-stopping content, you're invisible to the next generation of fans.
Collaboration for Success
Collaboration emerges as a key theme in the report. Teams that foster strong connections between their content and commercial departments see up to 34% higher success rates in monetisation efforts. This collaborative spirit can lead to more innovative solutions that cater to fans' evolving needs while driving revenue growth.
The Final Whistle
The Stats Perform and Opta AI survey paints an exciting picture of sports media's future. From AI revolutionising content monetisation to the untapped potential in women's sports, we're seeing unprecedented opportunities in an increasingly fragmented landscape. The playbook is clear: embrace AI, bridge the monetisation gap in women's sports, captivate Gen Z, and foster cross-team collaboration.
For those hungry for more (it is a long report), the full report is a goldmine of actionable strategies that could transform your approach to fan engagement and revenue generation. Here’s the link to where you can download it.
Don't forget to share these insights with fellow sports and tech enthusiasts who might find value in staying ahead of the curve.
Keep tracking the trends, spotting the plays, and shaping the game.
Dean