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Canada Sports Media Consumers Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sports Media Consumers - Canada market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The primary focus of this report will be to understand who watches sports, what they watch and what the future holds for the industry. It will also look at ways to increase viewership – either by attracting those who do not currently watch sports or by encouraging current fans to consume more content. The findings of this report are based on the results of Mintel’s exclusive research and will help provide insight on part of the media industry that is rooted in passion and emotion, yet is ultimately a commercial business for its stakeholders.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Technology & Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There are few categories in the media industry that can elicit as much passion as professional sports. A cursory glance at a cheering crowd or excited sports bar illustrates how important sports are to consumers. And its role in the media is very important since it is one of the few remaining types of content that is at its best when viewed live – thereby creating demand for traditional TV subscriptions and offering advertisers opportunities for commercial spots. But sports media appears to be on the cusp of change as a result of evolving demographics and technologies. Scott Stewart
Technology & Media Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Most consumers are sports fans
          • Cable/satellite TV rules, but online options are gaining momentum
            • There is still an opportunity to reach the non-fan
              • Demand for highlights, pre- and post-shows is changing
                • Fantasy sports and betting can help increase interest in sports
                  • Changes to sports broadcasts could help attract more young viewers
                    • What it means
                    • The Market – What You Need to Know

                      • Sports participation has declined in Canada
                        • Potential for new professional teams in Canada
                          • Successful sports teams have a short-term boost for restaurants
                            • Legalized sports betting in the US could be a sign of things to come
                              • Improved TV experiences are competing with event attendance
                              • Market Factors

                                • Sports participation has declined in Canada
                                  • Potential for new professional teams in Canada
                                    • Successful sports teams have a short-term boost for restaurants
                                      • Legalized sports betting in the US could be a sign of things to come
                                        • Improved TV experiences are competing with event attendance
                                        • Key Players – What You Need to Know

                                          • Sports leagues are valuable and growing
                                            • Sports broadcasts are among the most watched live events
                                              • Women’s leagues are fighting for stability and equality
                                                • Globalization of media content means more competition
                                                  • The emergence of web-based sports broadcast services
                                                  • What’s Working?

                                                    • Sports leagues are valuable and growing
                                                      • Sports broadcasts are among the most watched live events
                                                      • Challenges

                                                        • Women’s leagues are fighting for stability and equality
                                                          • Globalization of media content means more competition
                                                          • What’s Next?

                                                            • The emergence of web-based sports broadcast services
                                                              • Figure 1: DAZN Canada Instagram Post, December 2019
                                                              • Figure 2: Introducing MLB Game of the Week Live on YouTube, July 2019
                                                          • The Consumer – What You Need to Know

                                                            • Sports leagues followed
                                                              • How consumers are accessing sports
                                                                • Reaching the non-fan
                                                                  • Sports media beyond the live event
                                                                    • How consumers involve themselves with sports
                                                                      • What young people want in sports content
                                                                      • Sports Leagues Followed

                                                                        • Most consumers follow at least one pro sports league
                                                                          • Figure 3: Repertoire – number of sports leagues followed, December 2019
                                                                          • Figure 4: Repertoire – number of sports leagues followed, by gender, December 2019
                                                                          • Figure 5: NFL Shop Instagram Post, October 2019
                                                                          • Figure 6: Repertoire – number of sports leagues followed, by region, December 2019
                                                                          • Figure 7: Repertoire – number of sports leagues followed, by household income, December 2019
                                                                          • Figure 8: Repertoire – number of sports leagues followed, have cable/satellite TV vs do not have cable/satellite TV, December 2019
                                                                          • Figure 9: Repertoire – number of sports leagues followed, by personal experience with organized sports, December 2019
                                                                        • NHL is the most followed sports league in Canada
                                                                          • Figure 10: Sports leagues followed, December 2019
                                                                          • Figure 11: Follow the NHL, by age, December 2019
                                                                          • Figure 12: Follow the NHL, by age and gender, December 2019
                                                                          • Figure 13: Leagues followed: NHL vs CFL, by region, December 2019
                                                                          • Figure 14: NHL Instagram Post, October 2019
                                                                        • The battle for second spot: NBA, MLB, NFL and CFL
                                                                          • NFL vs CFL football in Canada
                                                                            • Figure 15: Football leagues followed: NFL vs CFL, by region, December 2019
                                                                          • The NBA and MLB seem to be moving in different directions
                                                                            • Figure 16: Sports leagues followed: NBA vs MLB, by age, December 2019
                                                                        • How Consumers are Accessing Sports

                                                                          • Cable/satellite TV is still the leading way to watch sports
                                                                              • Figure 17: Sources used for live sports events, December 2019
                                                                              • Figure 18: Watch live sports events on cable/satellite TV, by age, December 2019
                                                                              • Figure 19: Watch live sports events on cable/satellite TV, by sports league followed, December 2019
                                                                            • Consumers are getting more online options for live sports events
                                                                                • Figure 20: Sources used for live sports events, have cable/satellite TV at home vs don’t have cable/satellite TV at home, December 2019
                                                                                • Figure 21: Video sources at home, by age, December 2019
                                                                              • Traditional AM/FM radio remains relevant
                                                                                  • Figure 22: Listened to live sports event on AM/FM radio in past 12 months, by age, December 2019
                                                                              • Reaching the Non-fan

                                                                                • Consumers who do not follow sports are still an opportunity
                                                                                  • Figure 23: Others in household who follow sports, December 2019
                                                                                  • Figure 24: Others in household who follow sports, by gender and marital status, December 2019
                                                                                • Capitalizing on bandwagon fans
                                                                                    • Figure 25: Bandwagon fans, by age and gender, December 2019
                                                                                    • Figure 26: Bandwagon fans, by living location, December 2019
                                                                                    • Figure 27: Raptors Instagram Post, June 2019
                                                                                • Sports Media Beyond the Live Event

                                                                                  • Highlights play an important role in sports media
                                                                                    • Figure 28: Sports content types, December 2019
                                                                                    • Figure 29: Type of sports highlights watched, by age, December 2019
                                                                                    • Figure 30: Pause/record live sports events to watch later, by age, December 2019
                                                                                  • Pre- and post-game shows could face a challenging future
                                                                                    • Figure 31: Pre- and postgame show usage, by age, December 2019
                                                                                    • Figure 32: Multitasking with other devices while watching sports, by age, December 2019
                                                                                • How Consumers Involve Themselves with Sports

                                                                                  • Fans actively involve themselves with fantasy sports and betting
                                                                                      • Figure 33: Participate in fantasy sports, by age and gender, December 2019
                                                                                      • Figure 34: Regularly bet on sports, by age and gender, December 2019
                                                                                      • Figure 35: Regularly watch sports events that don’t include favourite team, overall vs fantasy players and bettors, December 2019
                                                                                      • Figure 36: Fantasy sports and regular betting activity, by leagues followed, December 2019
                                                                                    • Sports fans are seeking out additional content
                                                                                      • Figure 37: Additional sports content consumed, December 2019
                                                                                      • Figure 38: Additional sports content consumed, by age, December 2019
                                                                                      • Figure 39: Additional sports content consumed, overall vs 18-34 men, December 2019
                                                                                  • What Young People Want in Sports Content

                                                                                    • 18-24 year olds are following a wide array of sports leagues
                                                                                      • Figure 40: Sports leagues followed, by age, December 2019
                                                                                      • Figure 41: MLB Instagram Post, August 2019
                                                                                      • Figure 42: Let The Kids Play 2.0, March 2019
                                                                                      • Figure 43: I follow professional athletes on social media, by age, December 2019
                                                                                    • Young sports fans want change in sports broadcasts
                                                                                      • Figure 44: Features wanted more of in sports coverage, overall vs 18-24, December 2019
                                                                                      • Figure 45: Best of Mic’d Up – Stanley Cup Final, June 2019
                                                                                      • Figure 46: A culmination of special Statcast records in 2017, November 2017
                                                                                      • Figure 47: NHL Instagram Post, January 2020
                                                                                    • Athletes’ personalities play an important role for young fans
                                                                                      • Figure 48: Biznasty, Andreescu, Oleksiak & Bichette Join Serge Ibaka for Holiday Dinner! – Presented by Loblaws, December 2019
                                                                                      • Figure 49: Canucks Visit BC Children’s Hospital, December 2019
                                                                                      • Figure 50: Leaf to Leaf presented by Rogers: Jason Spezza Pulls it Off, December 2019
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms

                                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                              • Market

                                                                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                              • Consumer

                                                                                                Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                              • Brand/Company

                                                                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                              • Data

                                                                                                Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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