While south of what LeBron James will earn this year, digital sports fans still generate more income than the average American, according to a recent SNL Kagan survey. For instance, while 32% of all of our Fall 2015 2,573 online survey takers earned a household income of $75,000 or more, the majority of sports league over-the-top subs (52% collectively) earned more than that.
SNL Kagan, a unit of S&P Global Market Intelligence, regularly conducts global surveys of a wide cross-section of media consumers, which analyze not only the respondents’ demographic profiles but also how they use media today and how that usage is evolving. In this blog, we share some high level results from our analysis of digital sports fans, one of media’s fastest growing and most lucrative segments.
Given their above-average income characteristics, the price tag for even the most expensive sports OTT packages is probably not a big barrier for this audience. For instance, the top tier OTT sports league apps range from a high of $200 per season for NBA League Pass to a low of $80 for MLS Live. The five-league average was $123.48 per season.
All six leading sports league app services are also subject to local and national blackouts which prevent streaming sports fans from viewing certain live games even if they paid for a full season.As such, these apps are best used as a complement to, not replacement of, a multichannel TV service for many sports fans. As it turns out, just one in 10 OTT sports subs are cord-nevers or cord-cutters, according to our examination of why consumers pay for streaming sports services.
With nine out of ten OTT sports subs we surveyed paying for a traditional multichannel TV service such as DirecTV or Comcast, it seems these ultra-sports fans are OK paying twice: once for the living room TV sports and again for access via Smartphones/tablets.
For more information on the leading digital sports services including detailed profiles of the six leading direct-to-consumer sports services and also data by age group and ethnicity, please see the full report Cord Cutter’s Guide to Sports Apps in SNL Kagan’s Wireless Investor.