Fans Watch Non-Live Sports Content

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Statistic

39.4% of global fans watch non-live content related to a live sports event.

Nielsen: 2022 Global Sports Marketing Report

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Publish year:

2022

Report Methodology

This report examined the global consumer shifts over the last two years and its impact on sports sponsorship models and content distribution. Nielsen Sports monitor 15,000 teams, leagues and events crossing over 150,000 brands while tracking over 170,000 sponsorship deals.

Why it Matters

Non-live content plays a vital role in fan engagement, offering opportunities for extended reach and brand exposure beyond the actual event. Brands and sports properties should recognize the value of creating compelling non-live content to captivate fans and maximize their sponsorship impact throughout the sports ecosystem.

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