Nielsen released the “2022 global sports marketing report”. Few industries are immune from the impact of the global pandemic, especially in the global sports industry.

The proliferation of non-traditional media channels, coupled with the acceleration of digital applications over the past two years, has forever changed the media landscape, including the way fans participate in sports. Now, 40.7% of global sports fans watch live sports events through digital platforms, which not only reflects the fans’ interest in sports content, but also reflects that fans can choose more and more Ott options.

There is no substitute for live sports events, but the surge in content on more and more platforms has triggered the viewing of additional sports content, including content related to and unrelated to live games. This provides a series of opportunities for copyright owners and brands, and illustrates the growing importance of sports related content, especially among the younger generation.

The demand for content related to live events is almost as high as that of digital events themselves. Content unrelated to on-site activities is more popular than on-site digital activities. In addition to attracting fans of specific leagues and teams, non live sports content also has the ability to attract new sports audiences, especially when the content exists outside the channels that most often broadcast sports games.

Media consumption is no longer limited to a single screen, even in a large game. For many people, one screen is not enough. The audience watching the game on screen has increased by 5% over the past year.

Although most of the activities on the second screen are related to social media, especially when consumers seek new ways to get along, ordering and online games have begun to heat up throughout the pandemic, especially generation Z, with 26.5% and 31% of generation Z ordering or playing games while watching the game, respectively.