2022 UK Sports Video Trends: Our Takeaways

In November 2022 we published our latest research-led report – 2022 UK Sports Video Trends – which dives deep into the consumption habits of sports fans across the UK. 

We’ve experienced a large appetite for this report, which makes it clear to us that social media and content teams are more eager than ever to understand:

  • How sports fans in the UK are watching videos
  • Which social platforms are the most popular for video content
  • What types of content fans want to see on social media

Keep reading to discover some of our key takeaways from the report, as well as insights from Dorna Sports (MotoGP) and the Professional Squash Association.

Sports fans – who are they?

47% of UK consumers follow sports regularly with over 65’s consuming the most sport of all demographics.

In this report we examine how broadcasters, publishers, teams and leagues can reach younger audiences, too.

Sports fan by gender

UK sports video trends: Female sports fans

Our data shows that the number of female sports fans has increased by 65% since 2021. 

The success of the 2022 Women’s European Championships, in record TV audiences and media coverage, will continue this growth in the coming years.

Which devices do UK sports fans use to watch video?

Since 2021, we’ve found a 47% increase in the use of smartphones for watching video.

With increases in all connected devices, and continued decreases in traditional TVs and set-top box use, fans are gearing up for a future of streaming.

uk sports video trends: device use

Which platforms do UK sports fans use to watch video?

uk sports video trends: platform use

Online streaming platforms are now the most popular for sports viewing.

Social media platforms now rival pay-TV for the amount of sports fans using them to watch video content, with 40% of UK sports fans doing so on a regular basis.

Which social media platforms do UK sports fans rank use to watch video?

We found most major social platforms are used by over 1/4 of fans.

TikTok has been the fastest-growing social platform with a 42% increase in users among UK sports fans in the last 12 months.

UK sports video trends: social media platforms

The rights holder’s view 💻

We also reached out to two of our partners and friends – Sofía Peñil López, who is the social media content manager for MotoGP, and Sean Reuthe, the PR and media manager at the Professional Squash Association (PSA), to ask their thoughts on:

  • The consumption trends they are seeing from sports audiences
  • How have they adapted their content strategy to shift with these trends

Listen to their thoughts here:

We hope you enjoy reading this – if you have any questions or would like to find out more about how to take action from the insights in this report get in touch today

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