nScreenNoise – debunking the myth most sports watched live
The entertainment industry believes that almost all sport fans watch sports live. New data from Thuuz Sports and RingDigital show this to be a myth. Most fans record games, but this might not be all bad for the industry.
Chapter 1: About Thuuz Sports (0:30)
Warren Packard, CEO of Thuuz Sports, says his company provides a platform for the personalization of the sports experience.
Chapter 2: Why Thuuz looked at DVR usage among sports fans (1:30)
In general, the industry believes that most sports events and games are watched live. Mr. Packard suspected this might not be the case. So, he decided to field a survey to find out.
Chapter 3: Who Thuuz spoke to in the survey (2:40)
The survey targeted 1000 US adult sports fans with a DVR.
Chapter 4: How many sports fans DVR games (3:20)
Mr. Packard says that most sports fans record games on a DVR. The two most popular reasons for doing so are: fear of missing the game, fear of missing the beginning of the game. He makes the point that both these reasons are very positive for the sports entertainment industry.
Chapter 5: Is ad skipping important to sports fans (4:40)
I asked Mr. Packard if sports fans expressed an interest in skipping ads. He said that was the third most popular reason for recording a game.
Chapter 6: How the industry can take advantage of DVR usage (6:40)
Mr. Packard says the most important thing for the industry to do is to admit that the behavior is widespread. Brands want to be involved with the most exciting games. That content will get watched, and re-watched, and the brand will be seen each time. Thuuz can track excitement in real time, opening up the possibility of a spot market for sports advertising. For example, brands could bid on an ad in the 4th quarter of an Oakland Raiders game as Derek Carr leads another come-from-behind victory. He suggests other features, like a personalized highlight reel.
Chapter 7: Will people pay for DVR features? (9:20)
In the survey, Thuuz asked fans if they would be willing to pay for these features. The average fan would pay $11/month. Mr. Packard suggested several other innovative features that Thuuz can enable.
End (12:00)
