Sports fandom is a year-round activity

According to a study by The Trade Desk Intelligence and PA Consulting, 80% of sports fans engage with sports content throughout the year, across all stages of the season, including before, during, and after events, as well as between matches and during the off-season. The research, titled Beyond the Game: How sports fandom became a year-round pursuit, surveyed 3,550 sports fans in seven countries, including France, and found that they follow an average of four different sports annually.

Emotional connection drives engagement

The study highlights that emotional factors play a significant role in keeping fans engaged. Excitement and the joy of reliving victories were cited by 82% of respondents as key motivators. Additionally, 60% of fans feel a sense of belonging to something larger than themselves through their connection to sports.

Connected TV is central to the sports experience

Connected television is a vital component of the sports fan experience, with 83% of respondents considering it important. Two-thirds of fans believe it enhances the excitement and enjoyment of watching sports events. The study suggests that connected TV is the most consistent platform throughout the fan journey, whether they are following live events or extending their engagement afterward.

Digital platforms complement each other

The research also shows that various media platforms support the sports experience in different ways. Linear television remains important around live events, while radio and sports news websites are used during preparation. Podcasts and team websites are relevant after matches, and other platforms like online video, social networks, and search engines are used at different stages.

Open Internet sources are preferred over social networks

Sports fans are 60% more likely to use open Internet sources than social networks to access sports content. Connected digital media are seen as essential by 80% of fans, compared to 62% for closed environments. Two-thirds of fans use an open Internet source as a second screen while watching live matches, interacting with these channels more frequently than with social networks.

Fans move between platforms frequently

The study found that 87% of respondents are likely to consult another connected digital channel after using one. Fans also tend to explore more when multiple connected channels are used, each offering a different dimension to their experience. Additionally, 65% of fans are more likely to continue engaging with sports content when using multiple platforms together.

Methodology details

The study was conducted by The Trade Desk Intelligence and PA Consulting using both quantitative and qualitative methods. The quantitative part involved an online survey of 3,550 sports fans in seven countries, while the qualitative part included 35 participants in the United Kingdom and Germany who kept a journal for four days. The findings are general and not specific to the French market.