The American football media market in Australia is steadily growing, driven by factors such as increasing fan engagement, rising popularity of digital media, and the convenience of online coverage. However, the markets growth rate is currently being subdued due to various factors such as limited broadcasting rights and competition from other sports.
Customer preferences: As digital streaming continues to dominate the media landscape, the American Football Media Market is seeing a rise in platforms and partnerships targeting mobile and online viewers. With the rise of platforms such as NFL Game Pass and ESPN+, fans are able to access live games, highlights, and exclusive content on-the-go. Furthermore, the increasing popularity of fantasy football is also driving demand for digital media, with fans wanting real-time updates and in-depth analysis at their fingertips. This shift towards digital consumption is also being influenced by the younger, tech-savvy demographic of American football fans, who prioritize convenience and instant access to information.
Trends in the market: In Australia, there is an increasing trend towards live streaming and on-demand services for American football games, allowing fans to consume content on their own terms. Similarly, in the United States, social media platforms have become an important tool for leagues and teams to engage with fans and promote their brand. In both markets, there is also a rising demand for personalized and interactive content, with teams investing in technology to enhance the fan experience. These trends are significant as they cater to the changing preferences of consumers and open up new revenue streams for industry stakeholders through digital advertising and sponsorship opportunities. As the digital landscape continues to evolve, stakeholders must adapt and invest in innovative strategies to reach and engage with their target audience.
Local special circumstances: In Australia, the American Football media market is heavily influenced by the countrys strong passion for sports and its robust sports media industry. The popular Australian Football League (AFL) has dominated the Sports market for decades, but there is a growing interest in the National Football League (NFL) and its media coverage. Unlike in the US, where football is primarily broadcast on traditional TV networks, in Australia, there is a significant presence of online streaming platforms and social media channels that cater to the younger, digital-savvy audience. Furthermore, the strict advertising regulations for sports betting in Australia have also influenced the way American Football is marketed and consumed, with limited sponsorships and advertising opportunities available for betting companies.
Underlying macroeconomic factors: The American Football Media Market is greatly influenced by macroeconomic factors such as the state of the overall economy, consumer spending patterns, and technological advancements. In both Australia and America, strong economic growth has led to greater disposable income, resulting in increased spending on media and entertainment. Moreover, favorable government policies and investments in infrastructure have supported the development of digital media platforms and technologies, further enhancing the market growth. The rise in popularity of American football as a sport and the growing fan base, particularly in international markets, has also contributed to the growth of the media market in both countries. Additionally, the increasing use of social media and mobile devices has opened up new opportunities for digital advertising and broadcasting, fueling the growth of the American Football Media Market within the larger Sports market.
Data coverage:
The data encompasses B2B revenues. Figures are based on media spending from businesses to several clubs. That also includes the revenues from advertising as this is part of media and broadcasting contracts the individual clubs have with their respective leagues.Modeling approach / Market size:
Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.
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