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BizReport : Blogs & Content archives : April 19, 2011

Is online video saving grace of sports?

On any given Sunday in the US you'll likely find men and women watching baseball, basketball or football, rooting on favorite teams and yelling at hated opponents. While most of these are watching on television, a growing number are watching from mobile devices, online connections or are tuning in to see only highlights after the game is over.

by Kristina Knight

These shifted viewers may be saving sports and sports broadcasting for a number of franchises and television networks, at least according to new information from the National Basketball Association (NBA). The NBA is reporting that their online channel is responsible for more than 1.94 billion video views, an increase of 140% Year over Year (YoY). And it isn't just sports organizations seeing an uptick in viewing.

According to CBS Interactive, the online home of the NCAA Men's Basketball Tournament (March Madness), online video viewing has seen double-digit increases in the past year. Streamed video has increased 37% with time spent watching up 34%.

Sports aren't the only winners in online video viewing. General television, user generated content (UGC) and news information are also gaining status through online viewing. According to Nielsen, US consumers are watching just over 140 hours of television each month (Q2 2010). Online viewing continues to rise, but hasn't quite caught up with television viewing habits. According to comScore in March 2011 more than 174 million US consumers tuned in to watch just over 889 minutes of online video. This is in the form of news and sports clips, full-length features, movie trailers and UGC.

While television is still pulling in a majority of viewers, it appears that online is pulling in viewers who want specific content, and that is a good thing for advertisers in the video space.

Tags: comScore, Nielsen, online video, sports viewership, video advertising, video content

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