Global sports have broad appeal to a diverse swath of U.S. TV viewers, especially among young adults, according to a study by Frank N. Magid Associates.
Magid’s research, based on a survey of 2,800 U.S. consumers ages 18 to 70, found that almost five out of 10 have interest in global sports TV, with millennials 18 to 34, over-indexing at 60%.
The results represent good news for programmer One World Sports, which commissioned the survey. Findings also showed that 55% of African- Americans, 50% of Asian-Americans and 49% of Hispanics who subscribe to pay-TV want to watch the network. Moreover, Americans who travel overseas are more likely to be interested in One World Sports.
“We gained new insights about the sports TV market through One World Sports’ custom study which underscores how the global shift in consumer expectations has taken place in the sports television market,” said Jill Rosengard Hill, senior vice president of Frank N. Magid Associates, in a statement. “With the millennial generation, we’ve discovered that this culturally diverse group is very interested in everything global, and One World Sports resonates perfectly with this 18-34-year-old age group. We also know that this is the most vulnerable segment to downgrades and disconnects, underscoring the important retention attribute of One World Sports”.