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Spectator Sports - UK - April 2014

“App developers should now look to create customised apps to facilitate consumers’ unique second-screening habits. Broadcasters could develop bespoke apps to accompany their televised events; letting users pull in content from social media, sports news websites, or even from completely unrelated sources.”

– Paul Davies, Senior Leisure and Technology Analyst

Some questions answered in this report include:

  • How reliant are sports on British representation?
  • What can be done if home-grown success dries up?
  • Is technology transforming viewing habits?
  • Is there room for expansion for streaming services?
  • Could customised apps better engage ‘second-screeners’?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Flurry of special events allows other sports to pick up the Olympic baton
                • Figure 1: Forecast of consumer expenditure on attending live spectator sports, 2008-18
              • Market segmentation
                • Cricket had a bumper year in 2013
                  • Figure 2: UK spectator sport attendances, by leading segments, 2012 and 2013
                • The consumer
                  • More than half of consumers have been to a live sports event in the past year
                    • Figure 3: Methods of watching live sport, February 2014
                  • Consumers split between free and ‘paid-for’ services
                    • Figure 4: Types of service used to watch stream live sport, February 2014
                  • Device integration could change the way online sport is delivered
                    • Figure 5: Devices used to stream live sport, February 2014
                  • Sports broadcasters have to fight for viewers’ attention
                    • Figure 6: Online activities performed whilst watching live sport, February 2014
                  • Cost versus reward dilemma for spectators
                    • Figure 7: Attitudes towards watching live sport, February 2014
                  • Family-based ticket offers likely to boost gates
                    • Figure 8: Ways to encourage live attendance, February 2014
                  • What we think
                  • Issues and Insights

                      • Sports reliant on British representation
                        • The facts
                          • The implications
                            • Technology transforming viewing habits
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Play Ethic
                                      • Trend: Locavore
                                        • Mintel futures: Access Anything Anywhere
                                        • Market Drivers

                                          • Key points
                                            • A hot, dry summer boosted outdoor sports in 2013
                                              • Figure 9: UK weather trends, 2012 and 2013
                                            • Increase in top-tier ticket pricing allows lowest band to remain the same
                                              • Figure 10: Major event adult ticket prices, 2014
                                            • Premier League nears full capacity in 2012/13
                                              • Figure 11: Stadium utilisation rates* for selected leading spectator sports, 2011/12 and 2012/13
                                            • Brits continue to back home-grown success in 2013
                                              • 2014 sees the return of ‘special events’
                                                • Majority of televised sport requires a paid subscription
                                                    • Figure 12: Listed sporting events, as of April 2014
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Bringing fans closer to the game through technology
                                                      • Engaging with fans on social media
                                                        • BT uses sport to drive wider business
                                                          • Mobile ordering systems could boost secondary spend
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Pull of major events to fill venues despite rising ticket prices
                                                                • Figure 13: Consumer expenditure on attending live spectator sport, 2008-18
                                                              • Forecast
                                                                • Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2008-18
                                                              • Forecast methodology
                                                              • Segment Performance

                                                                • Key points
                                                                  • Cricket had a bumper year in 2013
                                                                    • Figure 15: UK spectator sport attendances, by leading segments, 2012 and 2013
                                                                  • Cricket
                                                                    • Attendances
                                                                      • Figure 16: Attendance trends for major English cricket competitions, 2009-14
                                                                      • Figure 17: Attendance trends for major English cricket competitions, 2009-13
                                                                    • Stadium development
                                                                      • Figure 18: First class county cricket grounds capacities, 2014
                                                                    • Media coverage
                                                                      • Football
                                                                        • Attendances
                                                                          • Figure 19: Attendance trends for English league football, 2009/10-2013/14
                                                                          • Figure 20: Attendance trends for English league football, by division, 2008/09-2012/13
                                                                          • Figure 21: FA Premier League attendances and utilisation rates, by club, 2012/13 season
                                                                          • Figure 22: Championship attendance and utilisation rates, by club, 2012/13 season
                                                                        • Stadium development
                                                                          • Media coverage
                                                                            • Golf
                                                                              • Attendances
                                                                                • Figure 23: Attendance trends at major UK golf tournaments, 2009-14
                                                                                • Figure 24: Attendance at selected major UK golf tournaments. 2009-13
                                                                              • Media coverage
                                                                                • Horseracing
                                                                                  • Attendances
                                                                                    • Figure 25: UK horseracing attendance trends, 2009-14
                                                                                    • Figure 26: UK horseracing attendances, by month, 2013
                                                                                  • Racecourse development
                                                                                    • Media coverage
                                                                                      • Rugby league
                                                                                        • Attendances
                                                                                          • Figure 27: Super League attendances, by club, 2012/13
                                                                                        • Stadium development
                                                                                          • Media coverage
                                                                                            • Rugby union
                                                                                              • Attendances
                                                                                                • Figure 28: Premiership rugby union attendances, 2009/10-2013/14
                                                                                                • Figure 29: Premiership rugby union attendance, by club, 2013/14*
                                                                                              • Stadium development
                                                                                                • Media coverage
                                                                                                  • Tennis
                                                                                                    • Attendances
                                                                                                      • Figure 30: Attendance trends at major UK tennis tournaments, 2009-14
                                                                                                      • Figure 31: Attendance trends at major UK tennis tournaments, by event, 2009-13
                                                                                                    • Stadium development
                                                                                                      • Figure 32: Selected tennis stadium capacities, 2014
                                                                                                    • Media coverage
                                                                                                    • The Consumer – Methods of Watching Live Sport

                                                                                                      • Key points
                                                                                                        • Pull of British success suggests cricket may have a hangover in 2014
                                                                                                          • Figure 33: Methods of watching live sport, February 2014
                                                                                                        • Almost two thirds of football fans attend live games
                                                                                                          • Figure 34: Percentage of sports spectators who have been to a live event in the past 12 months, by sport, February 2014
                                                                                                        • Ticket prices and subscription costs restrict the reach of live sport
                                                                                                          • Figure 35: Methods of watching live sport, by consumers’ financial situation, February 2014
                                                                                                        • Almost a quarter of people watch more than six sports
                                                                                                          • Figure 36: Repertoire of live sports watched by any method, February 2014
                                                                                                        • Half of 16-34-year-olds now stream live sport
                                                                                                          • Figure 37: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
                                                                                                      • The Consumer – Streaming Live Sport

                                                                                                        • Key points
                                                                                                          • Consumers split between free and ‘paid-for’ services
                                                                                                            • Figure 38: Types of service used to watch stream live sport, February 2014
                                                                                                          • Device integration could change the way online sport is delivered
                                                                                                            • Figure 39: Devices used to stream live sport, February 2014
                                                                                                          • Personal devices give those in larger homes a wider viewing choice
                                                                                                            • Figure 40: Devices used to stream live sport, by number of people in household, February 2014
                                                                                                        • The Consumer – Spectators’ Online Behaviour

                                                                                                          • Key points
                                                                                                            • Sports broadcasters have to fight for viewers’ attention
                                                                                                              • Figure 41: Online activities performed whilst watching live sport, February 2014
                                                                                                            • Men ‘media mesh’, but women just as likely to ‘media stack’
                                                                                                              • Figure 42: Online activities performed whilst watching live sport, by gender, February 2014
                                                                                                            • Live streamers multi-task the most
                                                                                                              • Figure 43: Online activities performed whilst watching live sport, by methods of watching live sport, February 2014
                                                                                                          • The Consumer – Attitudes towards Watching Live Sport

                                                                                                            • Key points
                                                                                                              • Cost versus reward dilemma for spectators
                                                                                                                • Figure 44: Attitudes towards watching live sport, February 2014
                                                                                                              • Community is key for younger spectators
                                                                                                                • Figure 45: Attitudes towards watching live sport, by age, February 2014
                                                                                                              • World Cup gives green light to pop-up events
                                                                                                              • The Consumer – Ways to Encourage Live Attendance

                                                                                                                • Key points
                                                                                                                  • Family-based ticket offers likely to boost gates
                                                                                                                    • Figure 46: Ways to encourage live attendance, February 2014
                                                                                                                  • Over two thirds of 16-34s could be encouraged to attend more live events
                                                                                                                    • Figure 47: Percentage of consumers who could be encouraged to attend more live sports games/events, by age, February 2014
                                                                                                                  • Alternative ways to engage young fans
                                                                                                                    • Figure 48: Ways to encourage live attendance, by age, February 2014
                                                                                                                    • Figure 49: Distribution of professional spectator sports venues, by region and sport, March 2014
                                                                                                                  • Four fifths of spectators who are put off by ticket prices, could be turned
                                                                                                                    • Figure 50: Ways to encourage live attendance, by Attitudes towards watching live sport, February 2014
                                                                                                                • Appendix – Market Size

                                                                                                                    • Figure 51: Forecast of consumer expenditure on attending live spectator sport, 2013-18
                                                                                                                • Appendix – The Consumer – Methods of Watching Live Sport

                                                                                                                    • Figure 52: Methods of watching live sport, February 2014
                                                                                                                    • Figure 53: Most popular sports watched live (any method), by demographics, February 2014
                                                                                                                    • Figure 54: Next most popular sports watched live (any method), by demographics, February 2014
                                                                                                                    • Figure 55: Other sports watched live (any method), by demographics, February 2014
                                                                                                                    • Figure 56: Most popular sports watched live at the event, by demographics, February 2014
                                                                                                                    • Figure 57: Next most popular sports watched live at the event, by demographics, February 2014
                                                                                                                    • Figure 58: Other sports watched live at the event, by demographics, February 2014
                                                                                                                    • Figure 59: Most popular sports watched live on TV at home, by demographics, February 2014
                                                                                                                    • Figure 60: Next most popular sports watched live on TV at home, by demographics, February 2014
                                                                                                                    • Figure 61: Other sports watched live on TV at home, by demographics, February 2014
                                                                                                                    • Figure 62: Most popular sports watched live on TV elsewhere, by demographics, February 2014
                                                                                                                    • Figure 63: Next most popular sports watched live on TV elsewhere, by demographics, February 2014
                                                                                                                    • Figure 64: Other sports watched live on TV elsewhere, by demographics, February 2014
                                                                                                                    • Figure 65: Most popular sports watched live on the internet, by demographics, February 2014
                                                                                                                    • Figure 66: Next most popular sports watched live on the internet, by demographics, February 2014
                                                                                                                    • Figure 67: Other sports watched live on the internet, by demographics, February 2014
                                                                                                                    • Figure 68: Repertoire of live sports watched via any method, February 2014
                                                                                                                    • Figure 69: Repertoire of live sports watched via any method, by demographics, February 2014
                                                                                                                • Appendix – The Consumer – Streaming Live Sport

                                                                                                                    • Figure 70: Types of service used to watch stream live sport, February 2014
                                                                                                                    • Figure 71: Types of service used to stream live sport, by demographics, February 2014
                                                                                                                    • Figure 72: Devices used to stream live sport, February 2014
                                                                                                                    • Figure 73: Devices used to stream live sport, by demographics, February 2014
                                                                                                                    • Figure 74: Types of service used to stream live sport, by devices used to stream live sport, February 2014
                                                                                                                    • Figure 75: Devices used to stream live sport, by types of service used to stream live sport, February 2014
                                                                                                                • Appendix – The Consumer – Spectators’ Online Behaviour

                                                                                                                    • Figure 76: Online activities performed whilst watching live sport, February 2014
                                                                                                                    • Figure 77: Online activities performed whilst watching live sport, by demographics, February 2014
                                                                                                                    • Figure 78: Online activities performed whilst watching live sport, by demographics, February 2014 (continued)
                                                                                                                • Appendix – The Consumer – Attitudes towards Watching Live Sport

                                                                                                                    • Figure 79: Attitudes towards watching live sport, February 2014
                                                                                                                    • Figure 80: Attitudes towards watching live sport, by demographics, February 2014
                                                                                                                    • Figure 81: Attitudes towards watching live sport, by demographics, February 2014 (continued)
                                                                                                                    • Figure 82: Attitudes towards watching live sport, by demographics, February 2014 (continued)
                                                                                                                    • Figure 83: Attitudes towards watching live sport, by sports watched live (any method), February 2014
                                                                                                                    • Figure 84: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
                                                                                                                    • Figure 85: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
                                                                                                                • Appendix – The Consumer – Ways to Encourage Live Attendance

                                                                                                                    • Figure 86: Ways to encourage live attendance, February 2014
                                                                                                                    • Figure 87: Ways to encourage live attendance, by demographics, February 2014
                                                                                                                    • Figure 88: Ways to encourage live attendance, by demographics, February 2014 (continued)
                                                                                                                    • Figure 89: Ways to encourage live attendance, by ways to encourage live attendance, February 2014
                                                                                                                    • Figure 90: Ways to encourage live attendance, by ways to encourage live attendance, February 2014 (continued)
                                                                                                                    • Figure 91: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014
                                                                                                                    • Figure 92: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
                                                                                                                    • Figure 93: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
                                                                                                                    • Figure 94: Ways to encourage live attendance, by sports watched live (any method), February 2014
                                                                                                                    • Figure 95: Ways to encourage live attendance, by sports watched live (any method), February 2014 (continued)
                                                                                                                    • Figure 96: Ways to encourage live attendance, by sports watched live (any method), February 2014

                                                                                                                Companies Covered

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                                                                                                                Spectator Sports - UK - April 2014

                                                                                                                £1,995.00 (Excl.Tax)