BLOG | by Victor Gras

Around the world with Global Fan Profiles: Which nations use OTT the most?

To give you a glimpse of the power of our brand-new fanbase profiling tool, Global Fan Profiles, here’s one of a short series of blogs bringing it to life. In the first of our series we take a look at live online consumption in the top ten markets.

If you measured it on the amount of column inches which deals received, you could be mistaken for thinking that online sports viewing had overtaken linear TV as the consumer’s medium of choice in 2019. But just how much has OTT penetrated markets around the world?

Our new service, Global Fan Profiles, tracks fans in markets worldwide every day and allows users to instantly identify online consumption among sports fans (as well as other media consumption) and to track it over time.

Here’s a snapshot of what LIVE online consumption looks like today in the top ten markets (we could also have looked at consumption of online highlights and sport watched through a mobile app).

It paints, perhaps, a surprising picture. With the exception of Mexico, none is a Western country, with the highest consumption of live online sport concentrated in Asia and the Middle East.

In fact, you are on average more than twice as likely to consume live sport through online channels in one of our top ten countries than you are in places like the UK, in France, in Australia or Germany. So, if rightsholders are looking for a developed OTT market to pick up a few tips, they could do a lot worse than staring in the Far East.

For more information on Global Fan Profiles, visit the product page or get in touch with one of our team.

BLOG | by Victor Gras

Head of Client Services

Joining YouGov Sport in March 2018, Victor brings seven years of global sports sponsorship expertise. In his last role, he led Nielsen’s Market Intelligence activity across all US verticals, working with brands, rights holders and agency clients. He also worked previously with the New York Road Runners, where he helped TCS launch the title partnership of the NYC Marathon, as well as with the ASO, optimizing sponsorship strategies for the Tour de France and the Paris Marathon.