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Spectator Sports - UK - October 2016

“Television sports coverage is making an instant expert of the armchair fan – but leaving stadium operators needing to do more to keep spectators in the same loop.”
– David Walmsley, Senior Leisure Analyst

This report answers the following key questions:

  • Is livestreaming the next wave of spectator sport consumption?
  • What are the main barriers to the success of the connected stadium?

While spending on spectator sports event tickets in 2016 has continued to slip back from its most recent major event-driven spike, a new round of stadium development and the staging of more international championships are set to restore growth over the remainder of the decade.

The live attendance market is inevitably dominated by the football segment, but horseracing and rugby union have achieved successive years of like-for-like growth in crowd numbers.

Advances in technology and online connectivity are still bringing only slow change to the stadium experience, however, leaving spectators with a nagging feeling they are missing out on the growing range of statistics, analysis and contextual information available to television viewers in home.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Market comes down from latest major event high
              • Figure 1: UK consumer expenditure on sports event tickets, 2011-21
            • Fans stay loyal to favourite sports
              • Figure 2: Attendances at UK sports events, by segment, 2015
            • Premier League football still a sell-out ticket
              • Figure 3: English league football attendances, by division, 2015/16
            • The consumer
              • Only one winner in major event impacts
                • Figure 4: Sports watched live, August 2015 and July 2016
              • Half of spectators now staying connected
                • Figure 5: Use of smartphones at sports events, July 2016
              • Connected spectators weigh up benefits and costs
                • Figure 6: Attitudes towards smartphone use at live sports events, July 2016
              • You’ll never watch alone
                • Figure 7: Use of smartphones while watching live sport on TV, July 2016
              • Something for everyone as tournament retains its reach
                • Figure 8: Locations for watching Euro 2016 matches on television, July 2016
              • Beer and crisps top tournament shopping lists
                • Figure 9: Euro 2016 spending habits, July 2016
              • What we think
              • Issues and Insights

                • Is livestreaming the next wave of spectator sport consumption?
                  • The facts
                    • The implications
                      • What are the main barriers to the success of the connected stadium?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Growth pauses for breath between major events
                              • Rugby union and racing on the up
                                • Major events back in town
                                  • Connecting stadia to keep fans onside
                                    • Livestreams feed new models of viewing
                                    • Market Size and Forecast

                                      • Market comes down from latest major event high
                                        • Figure 10: UK consumer expenditure on sports event tickets, 2011-21
                                      • Forecast
                                        • Figure 11: Forecast of UK consumer expenditure on sports event tickets, 2011-21
                                      • Forecast methodology
                                        • The impact of the EU referendum vote
                                          • Lessons from history?
                                              • Figure 12: Alternative market scenarios for spectator sports market post-Brexit, at current prices, 2016-21
                                              • Figure 13: Detailed alternative market scenarios for spectator sports market post-Brexit, at current prices, 2016-21
                                            • Familiar and the unusual to offer insulating effects
                                            • Segment Performance

                                              • Fans stay loyal to favourite sports
                                                • Figure 14: UK spectator sports attendances, by leading segments, 2013-15
                                              • Football
                                                • Figure 15: English league football attendances, 2011/12-2015/16
                                                • Figure 16: English league football attendances, by division, 2011/12-2015/16
                                              • Horseracing
                                                • Figure 17: Horseracing attendance trends, 2012-16
                                              • Cricket
                                                • Figure 18: Cricket attendance trends, 2012-16
                                                • Figure 19: Cricket attendances, by competition, 2015
                                              • Rugby League
                                                • Figure 20: Super League attendances, 2012-16
                                              • Rugby Union
                                                • Figure 21: Premiership rugby union attendances, 2011/12-2015/16
                                              • Tennis
                                                • Figure 22: Tennis attendance trends, 2012-16
                                                • Figure 23: Tennis attendances, by tournament, 2012-16
                                              • Golf
                                                • Figure 24: Attendance trends for major UK golf tournaments, 2012-16
                                                • Figure 25: Major UK golf tournament attendances, by event, 2012-16
                                            • Market Drivers

                                              • Fans force movement on ticket pricing
                                                  • Figure 26: Leading Premier League football club gate receipts and matchday revenues, 2015
                                                • Bigger and better for stadium growth
                                                    • Figure 27: Leading spectator sport venue capacities, September 2016
                                                  • Major events a big part of the picture
                                                      • Figure 28: World-level major events staged in the UK, 2015-19
                                                    • Big games dominate small screen
                                                        • Figure 29: Genre shares of UK television audience, 2015
                                                      • Connected stadia – or walled gardens?
                                                          • Figure 30: Smartphone ownership, by age, April 2016
                                                      • Launch Activity and Innovation

                                                        • Live sport goes over the top
                                                          • The smart stadium guide
                                                            • Driving interest through eSports
                                                              • Straight from the horse’s mouth?
                                                                • Playing the numbers game
                                                                  • Fans with designs on big game tickets
                                                                  • The Consumer – What You Need to Know

                                                                    • Euro 2016 strengthens football’s pole position
                                                                      • Racing and rugby league build fan relationships
                                                                        • Spectators stay connected in the stands
                                                                          • Fans have a clear view of mobile strengths and weaknesses
                                                                            • Two screens now better than one
                                                                              • Euro 2016 provides family viewing
                                                                                • Beer and crisps the essential tournament companion
                                                                                • Most Popular Sports

                                                                                  • Only one winner in major event impacts
                                                                                    • Figure 31: Sports watched live, August 2015 and July 2016
                                                                                  • New broadcast models can broaden sports fans’ horizons
                                                                                      • Figure 32: Repertoires of sports watched live, July 2016
                                                                                  • Experience of Live Sport

                                                                                    • More touchpoints for horseracing and rugby league
                                                                                      • Figure 33: Methods of watching live sport, July 2016
                                                                                    • Small screens proving a big draw for the younger crowd
                                                                                      • Figure 34: Past-year experience of watching live football on devices other than a television, by generation, July 2016
                                                                                  • Smartphones and Stadia

                                                                                    • Half of spectators now staying connected
                                                                                        • Figure 35: Use of smartphones at sports events, July 2016
                                                                                    • Attitudes towards In-Stadium Smartphone Use

                                                                                      • Connected spectators weigh up benefits and costs
                                                                                          • Figure 36: Attitudes towards smartphone use at live sports events, July 2016
                                                                                        • Avoiding crossed lines for regulars and occasionals
                                                                                            • Figure 37: Attitudes towards smartphone use among spectators at live football and tennis events, July 2016
                                                                                        • Second Screen Activities

                                                                                          • You’ll never watch alone
                                                                                              • Figure 38: Use of smartphones while watching live sport on TV, July 2016
                                                                                            • Second screens in the third space
                                                                                              • Figure 39: Use of smartphones while watching live sport on TV, by methods of watching live sport on TV, July 2016
                                                                                          • Euro 2016 Viewing Habits

                                                                                            • Something for everyone as major events retain their reach
                                                                                                • Figure 40: Locations for watching Euro 2016 matches on television, July 2016
                                                                                            • Euro 2016 Spending Habits

                                                                                              • Beer and crisps top tournament shopping lists
                                                                                                • Figure 41: Euro 2016 spending habits, July 2016
                                                                                              • TV buyers play the waiting game
                                                                                                • Figure 42: Purchasing of a new television for Euro 2016, by socio-economic status, gross household income and financial situation, July 2016
                                                                                            • Appendix

                                                                                              • Data sources
                                                                                                • Abbreviations
                                                                                                  • Fan chart forecast
                                                                                                      • Figure 43: Forecast of UK consumer expenditure on sports event tickets, 2016-21

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Spectator Sports - UK - October 2016

                                                                                                  US $2,648.76 (Excl.Tax)