Last week saw the launch of an Audience Report on Premier League Fans, investigating their demographics, device preferences, social media activities, online content consumption and brand engagement behaviors.
Some of its key headlines include:
- 28% of internet users aged 16-64 are watching Premier League matches on TV, with 16% watching online.
- 3 in 10 Premier League fans are active on Twitter and 45% use Facebook monthly.
- 1 in 3 Premier League Fans watch sports programs on their mobiles each month
- On average, Premier League Fans watch more than an hour of online TV per day
Globally, 28% of internet users aged 16-64 say they are watching Premier League matches on TV, while 16% are watching online.
Some fast-growth markets, particularly in the Asia, are at the very forefront of this trend. Half or more in Indonesia, Vietnam and Thailand are following the Premier League on TV – something being driven by the young, urban and affluent internet populations typically found in fast-growth Asian markets. Online watching can be similarly significant: 3 in 10 in China say they watch Premier League matches online, for example.
Elsewhere, the league’s domestic markets show strongly too – more than a third in the UK and Ireland say they watch matches on TV, with online lagging behind on just 10-12%.
In terms of age, the Premier League has cross-generational appeal. Although 25-44s are the most likely to be watching on TV (33% do), it’s still one fifth of 55-64s who follow matches on the television. 16-34s, meanwhile, are the most likely to be watching online.