The Sports Streaming Audience

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RESEARCH REPORT The Sports Streaming Audience

Actionable Insights for Brands

Trusted Consumer Strategy Partner:

KEY STATS 4 AUDIENCE + INSIGHTS

WHY YOU NEED A SPORTS STREAMING 5 STRATEGY NOW 9 A NEW KIND OF SPORTS VIEWER » THE WATCHLETE

THE KEYS TO SPORTS STREAMING SUCCESS: 11 DISCOVERY + ENGAGEMENT

ELEVATING THE VIEWING EXPERIENCE THROUGH 16 CONTENT + FORMAT 20 AD EXPERIENCE + CONSUMER RECEPTIVITY 24 CONCLUSION

ABOUT TUBI, TUBI + MAGID RESEARCH, 25 APPENDIX + SOURCES

Copyright © 2021, Tubi TheThe Sports Sports Streaming Streaming Audience: Audience: Actionable Actionable Insights Insights for for Brands Brands 2 2 INTRODUCTION Tubi, a division of FOX Entertainment, is an ad-supported video on demand (AVOD) service giving consumers an easy way to discover new content that is available completely free. The power of FOX fuels an expansive library of premium linear content, along with 35,000+ movies and TV shows, 100+ local and live news channels, and 250+ entertainment partners and counting.

Tubi is now launching a new sports offering – creating an experience with live and on-demand content, in a personalized streaming experience to match what viewers are looking for across the breadth of the sports landscape.

Tubi commissioned this study, working with consumer strategy firm Magid, to understand the current state of sports streaming by analyzing the current sports landscape, viewer habits, and consumer attitudes. This report leverages in-depth market research and insights from recent online focus groups and a national online survey conducted by Magid.

the Methodology Online focus groups National online survey SAMPLE SAMPLE U.S. census representative sampling based on U.S. census representative sampling based on gender gender and ethnicity and ethnicity

RESPONSES COLLECTED RESPONSES COLLECTED n= 24 participants across 4 focus groups n= 2000 sports consumers

FIELDED FIELDED Focus groups 1-2: July 6, 2021 July 20-26, 2021 Focus groups 3-4: July 7, 2021

QUALIFICATIONS QUALIFICATIONS - Between the ages of 18-54 - Ages 18+ - Household income above $35,000 - Interested in watching sports (3+ on a 5-point scale) - Indicated they were sports fans

KEYAUDIENCE STATS AND INSIGHTS

The key findings of the study uncovered that the overwhelming majority of American adults have a casual to high interest in sports – and in particular we found a group with a bigger than expected appetite for sports, and an audience make-up beyond traditional definitions.

GENDER: CONSUMING SPORTS CONTENT 31% 69% Female Male Spend on average 5.4 hours per week consuming sports

Use an average of 7.2 sources to watch AGE: ETHNICITY: sports and sports-related content 14% 18-24 61% Caucasian 36% 25-34 19% Hispanic 29% 35-44 14% Black NATIONALLY REPRESENTATIVE BY REGION % % 13 45-54 4 Asian 17% Northeast % % 7 55+ 2 Other 16% Midwest 45% South 22% West MARRIED OR LIVING AS MARRIED % SOCIAL INFLUENCE 67are married or living as married % are64 moderate to high social HIGHLY EDUCATED, HIGH-EARNERS influencers, with friends and family 68% are college graduates occasionally or frequently seeking 34% have post-graduate degrees advice from them

85% are employed 43% have household $100K+

STREAMING IS ALREADY UBIQUITOUS ESPECIALLY WITH YOUNGER DEMOS To reach consumers, streaming is a business imperative. 64% of U.S. consumers age 13+ stream weekly.

And for younger demos, streaming is TV. 78% of Gen Z and 82% of Millennials stream weekly.

WEEKLY STREAMING ON DIFFERENT PLATFORMS BY GENERATION 2

Gen Z 78%

Millennials 82%

64% U.S. pop, age 13+

In fact, in a typical week, Gen Z and Millennials dedicate more total viewing time to streaming over broadcast, cable, and premium cable than the U.S. population age 13+.

PERCENT OF TOTAL VIEWING BY PLATFORM 3

27% 17% 14% Broadcast Broadcast Broadcast

21% 16% 14% U.S. Pop Cable Millennial Cable Gen Z Cable Age 18+ 7% 9% 11% Premium Premium Premium Cable Cable Cable % % % Streaming45 Streaming58 61Streaming

STREAMINGFOR ENTERTAINMENT IS DISCOVERY TOP OF MIND

WHEN SURVEY RESPONDENTS WERE ASKED, "WHICH SOURCE DO YOU TURN TO FIRST WHEN YOU WANT TO WATCH SOMETHING BY YOURSELF, WITH YOUR FAMILY OR WITH YOUR FRIENDS?", THEY RESPONDED: 4 WATCHING ALONE WATCHING WITH FAMILY WATCHING WITH FRIENDS

42% Streaming on any device 40% Streaming on any device 43% Streaming on any device 36% Live broadcast, cable or satellite 37% Live broadcast, cable or satellite 36% Live broadcast, cable or satellite THE NEXT FRONTIER IN STREAMING IS SPORTS Streaming is the fastest growing viewing method – and For brands involved in sports advertising, approximately we anticipate sports will be the fastest growing segment. one quarter of their sports budgets will shift to streaming With recent content deal announcements from the likes services. of the NFL and others, coupled with advertisers’ budget shifts, all indicators point to streaming. Nearly a quarter of ad

STREAMING IS THE FASTEST GROWING budgets will shift to streaming VIEWING METHOD 5 in the next 12-18 months. Net change in usage compared to last year AMOUNT OF SPORTS BUDGET SHIFTING FROM LINEAR 13% TV TO STREAMING SERVICES IN NEXT 12-18 MONTHS 6 Streamed from the 14% internet on a TV screen 29%

10% Live as it airs on broadcast, 0% cable or satellite TV networks % % 10 23 Weighted average Streamed from the internet 6% on a portable device such as a 26% smartphone or tablet 19%

% Streamed from the internet 2 % on a laptop or desktop 20 % 0 % 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 computer screen 15 % % % % % % % % % %

Total Sample Gen Z Millennials

SPORTS INTEREST ABOUNDS When we asked about interest in 32 different Drilling down further, we found that half sports, a large majority of the U.S. population of the U.S. population ages 18+ shows an ages 18+ are casually interested in at least active interest in four or more sports. one sport.

CASUAL FANS*7 SPORTS FANS*8 81% 50% of U.S. Adults (ages 18+) of U.S. Adults (ages 18+) are interested in are actively interested in at at least ONE sport least FOUR sports

*based on a 5-point scale, when asked about interest level in 32 different sports, casual fans were defined as those who were at least somewhat interested, interested or very interested. Sports fans were defined as those who were interested or very interested.

STREAMING IS ONE OF THE MOST EFFECTIVE WAYS TO TARGET SPORTS FANS AND INTEREST PEAKS WITH THESE DEMOS9

Females 25-34 Males 25-44 Interested in 4+ sports Interested in 4+ sports 3.6 53% % Hours of sports content College graduate 5.8Hours of sports content 73 College graduate watched per week or above watched per week or above 59% 15% % % Married or Household 73Married or 53 Household living as married income of $100K+ living as married income of $100K+

% Ethnicity % Ethnicity 74 58% Caucasian 92 72% Caucasian Employed full- 18% Hispanic Employed full- 14% Hispanic or part-time 12% Black or part-time 11% Black 9% Asian 2% Asian

THE SPORT OF WATCHING SPORTS There’s been a shift in what it means to be a 12 sports fan. While there are still rabid sports WHAT IS A enthusiasts who never miss their team’s game and more casual fans who will take in a game or two throughout a season, many of 13+ 5+ hrs today’s sports audience can be considered They're interested in per week on average Watchletes. For these fans – the Watchletes – at least 13 different consuming sports content watching sports is a sport. sports (top 2 box) (watching, reading, listening) Watchletes consume any and all sports content and programming year-round. It’s an endurance WHO IS A sport and the training never stops. And to this massive audience – it’s not just about the playoffs. The action and the competition are 13 of the U.S. population age 18+ what drive them to watch, and they're open to 1 in 4 (63M U.S. consumers) a variety of sports.

14 Females 25-34, devoting 4+ hours per week to watching 1 in 3 sports content

15 Males 25-44, devoting 6 If I happen to come across the X Games, I’ll watch 7 in 10 hours per week to watching it. Even skateboarding, sports content which I’m not really into. But the things they do on a skateboard are crazy. 10 NATIONALLY AGE: 16 ETHNICITY: 17 REPRESENTATIVE: 18 Male sports fan, 41 14% 18-24 61% Caucasian 17% Northeast 36% 25-34 19% Hispanic 16% Midwest 29% 35-44 14% Black 45% South 13% 45-54 4% Asian 22% West I'll watch monster trucks. 7% 55+ 2% Other Billiards, once in a while on a Saturday. Fishing – HIGHLY EDUCATED, HIGH-EARNERS, MARRIED 19 sometimes it's relaxing 68% are college graduates to hear them whisper. 34% have post-graduate Sometimes you watch it for therapy. If [a streaming degrees % service] had that content, 67are married I’d watch it. 11 85% are employed Male sports fan, 33 43% household income $100K+

It's no longer just about the playoffs and "your team" – there's a new fan in town.

20 DISCOVERY SPORTS VIEWERS ARE SUPER STREAMERS – BUT THEY’RE TIRED OF JUMPING THROUGH SO MANY HOOPS Sports viewers and movie buffs alike have begrudgingly accepted that they have to use multiple apps to access content. In fact, a number of consumers described having to navigate and search through various sources to find the event or sport they want to watch.

With sports such as rugby, sometimes it does take some [time] to find the perfect You have to be willing to channel to find those games. jump through some hoops Usually rugby isn't played in to get it. the U.S. so I have to opt for a special channel.

Male sports fan, 50 Male sports fan, 33

My daughter is getting into lacrosse, Getting the information is the so finding women's lacrosse on TV – biggest challenge. Depending unless it's the finals of the on where you look, they don't NCAA tournament – it's hard tell you when it's somewhere to find. Being able to show them else. If it's not on one network, sports that maybe they aren't they’re not going to tell you it's as televised helps me learn. streaming on another network. I've never played lacrosse. I'm It's frustrating, having to search learning with them, by being everything. Frustrating just able to stream that content finding it in a clear way. I wouldn't have access Male sports fan, 38 to before. Male sports fan, 38

FRICTION IN DISCOVERY Knowing that sports viewers have to search multiple sources to find the content they want indicates a high level of friction in the process of discovering and consuming sports content in a streaming environment. Removing this friction will be key for increased engagement and loyalty.

NUMBER OF SOURCES USED TO WATCH SPORTS AND SPORTS-RELATED CONTENT 21

4.5Total sample 4.8Women 25-34 6.0Men 25-44 There’s no main entry point where NO ONE-STOP SPOT FOR ALL SPORTS people go In today’s fragmented entertainment landscape, navigation is a challenge for consumers. There’s no main entry point where people go first for sports. first for When they don't have a specific program or event in mind, they search across sports. broadcast networks, online, or they're unsure where to turn. Those actions all out-perform app-specific searches – meaning any platform with multiple channels or offerings will have an opportunity to stand out.

WHEN A SPORTS VIEWER IS LOOKING TO CASUALLY WATCH SPORTS, THEY TURN TO 22 12% 12% 12% 8% Broadcast Search Not Sport specific networks online sure network

Top 4 responses, nothing else scored over 5%

ENGAGEMENT CURATION AND CONSOLIDATION FOR THE WIN Once consumers have discovered the sports content they’re looking for, they want to find similar content in one central place, curated to their tastes. When shown curated content designs, the vast majority of sports interested fans who use Advertising Video On-Demand services (AVODs) and Males 25-44 are interested in curation – with no strong preference for curation by type of content or by sport.

INTEREST IN CURATED DESIGNS 23 Top 2 box interested

Curation by content type

AVOD sports interested fans 71%

Females 25-34 49%

Males 25-44 72%

Curation by sport

AVOD sports interested fans 82%

Females 25-34 53%

Males 25-44 74%

I want it centralized in one You either have to pay for place. I don't like searching all multiple sources, or you over the place. have to spend more time digging for the info you're So many things are competing looking for. No one source 24 for your attention. seems to do everything. 25

Female sports fan, 52 Male sports fan, 32

HOLDING THEIR ATTENTION It’s not just live sports events driving the highest levels of interest and engagement – sports content of all kinds will hold audience attention, especially in the M25-44 segment.

SHOULDER PROGRAMMING INTEREST 26

F25-34 M25-44 A18-24 A25-34 A35-44 A45-54 A55+

Live sports events as they occur 48% 69% 42% 60% 57% 57% 55%

Classic or legendary sports events such as % % % % % % % championships, big matchups, memorable events, etc. 49 70 43 61 54 41 21

Clips and recaps of sports highlights 45% 68% 43% 59% 49% 39% 21%

Classic or legendary sports events with athlete commentary of what was 47% 68% 43% 58% 51% 38% 19% happening during that event/game

Sports documentaries related to % % % % % % % athletes, teams, or events 43 70 39 58 54 37 18

Behind-the-scenes sports docuseries that follow a team % % % % % % % through a season or athletes preparing for an event 48 72 43 63 51 38 13

Rewinds/breakdowns of big sports moments % % % % % % % or plays in sports history 42 67 41 56 50 38 16

Narrated on-demand sports events with commentary and % % % % % % % replays, in a more condensed format 43 71 39 58 55 33 13

On-demand sports event in a more condensed format % % % % % % % with additional insights and key people interviewed 41 70 42 59 50 36 12

On-demand sports events % % % % % % % (rebroadcasts, delayed-not live, etc.) 43 68 42 59 49 36 11

Regular people vs. athletes in reality competitions 49% 67% 46% 60% 50% 34% 9%

Rules of the game/engaging content that % % % % % % % helps you understand a new sport 46 68 39 59 51 33 11

Sports interview programs 44% 61% 39% 53% 46% 32% 11%

Sports talk or debate shows or videos 38% 59% 38% 49% 44% 34% 12%

Programming or video about sports betting 37% 61% 36% 51% 42% 28% 6%

Programming or video about fantasy sports 39% 61% 33% 53% 42% 26% 5%

SPORTS INTEREST GOES WELL BEYOND APPOINTMENT VIEWING Broad and in-depth discussions with consumers uncovered their interest in a wide variety of content types, including shoulder programming that might capture and hold their attention.

SHOULDER PROGRAMMING & ENGAGEMENT 27

% Live sports events as they occur 47% 55

Classic or legendary sports events such as championships, big matchups, memorable events, etc. 36% 41%

Clips and recaps % % of sports highlights 34 39

Classic or legendary sports events with athlete % % commentary of what was happening during that event/game 33 38

Sports documentaries related % % to athletes, teams, or events 32 37

Rewinds/breakdowns of big sports moments 29% 36% or plays in sports history

Narrated on-demand sports events with Interested* 25% 35% commentary and replays, in a more condensed format

I would pay total On-demand sports events 30% 35% (rebroadcasts, delayed-not live, etc.) attention while watching Rules of the game/engaging content 31% 34% that helps you understand a new sport

Sports talk or debate shows or videos 27% 31%

*4s and 5s on a 5-point scale

Seeing the stories, some of I love [shows that] do the struggles or controversies stories on sports with a the athletes faced to get there lot of human interest – it makes you more interested to does expose you to other watch, like gymnastics. It adds sports. Apparently camel a personal touch, getting to racing is a thing. 29 know the gymnast from this side of the screen. You Male sports fan, 41 have the buy-in. 28 Female sports fan, 43

THERE IS A BIG APPETITE FOR A VARIETY OF SPORTS CONTENT Sports streamers in general and AVOD sports interested fans both want an offering with a breadth of sporting types. Case in point: 4 in 10 AVOD sports interested fans like rugby and lacrosse.

INTEREST IN SPORTS 30 Top 2 box interest, listed in ranked order by AVOD sports interested fans* 80-57% 55-51% 50-49% 48-39% From the NFL From Boxing From Snowboarding From Formula 1 to the NHL to Golf to Major League to Cricket Soccer • National Football • Boxing • Alternative/action sports • Formula 1 Racing League (NFL) • Winter sports (skiing, (X-games types of sports, • E-sports skate or snowboarding, etc.) • Major League Baseball bobsledding, speed skating, • “Non-traditional” sports (MLB) ski jumping, etc.) • Professional wrestling (cornhole, ping-pong, • College Football (NCAA) • Tennis • Mixed martial arts competitive fishing, axe • National Basketball • Professional tennis fighting (UFC/MMA) throwing, billiards, etc.) Association (NBA) (ATP, WTA) • USFL Pro Football • Horse racing • Collegiate “Olympic • International Professional (beginning in 2022) • Women’s Professional sports” (gymnastics, Soccer (EPL, Champions • Women’s Professional Soccer (NWSL) swimming, track and field, League, Liga MX, Basketball (WNBA) • Rugby soccer, wrestling, etc.) Bundesliga, etc.) • NASCAR • Lacrosse • Men’s College • Sports leagues in other • Professional Poker • Cricket Basketball (NCAA) countries (pro basketball (PokerStars, World Poker • National Hockey League in Japan, China, or Australia, Tour, etc.) European pro ice hockey, (NHL) • U.S. “minor leagues” Korean pro baseball, etc.) (minor league baseball • Women’s College or hockey, G-League Basketball (NCAA) basketball, etc.) • Professional Golf (PGA, • Major League Soccer LPGA, Euro Tour) (MLS)

*AVOD sports interested fans are those who qualified for the study and are interested in sports content on AVOD services

VIEWING FORMATS MUST BE 31 FOCUSED ON THE FAN

Format and function are I like lists – like top 10 in the U.S. You could do top 10 sports, top 10 what extremely people are watching the last few months. important to I like to see rankings. sports streamers Male sports fan, 33 who - like all consumers - have gotten used If it doesn't work well – if it's wonky to interfaces and hard to navigate – even if it's free that cater to the and shows something I like, if I can't user experience. use it easily, I might not go back. Male sports fan, 45 Simply curating content is no longer accepted,

personalization Being able to choose favorites, that is key. always helps with ease of use. My favorite items, categories, whatever it is – pop up with previews.

Male sports fan, 38

I’d like a notification that tells you have two college games and bowling going on today. Like a menu of what you have to watch. Male sports fan, 50

SUBSCRIPTION

FATIGUEAND SPORTS IS STREAMERS REAL FEEL IT THE MOST

As the number of subscription-based services continues to increase, there is an even greater desire for “free” streaming sports. Many consumers are asking themselves, “how many streaming apps can I pay for before it’s just as bad, if not worse, than paying for cable?” The majority of people are experiencing How many streaming apps can ‘subscription fatigue,’ and they’re looking for alternatives that deliver the same enjoyment - I pay for before it's just as bad without the cost. [as] paying for cable?

I'D RATHER HAVE ADS THAN HAVE TO PAY FOR ANOTHER VIDEO SERVICE 32 % % % %

55Total sample 65AVOD sports 53F25-34 63M25-44 interested fans

WHY A FREE, AD SUPPORTED MODEL MATTERS TO SPORTS STREAMERS 33, 34

I’m ok with ads, as long as they don't interrupt the flow of the game – it doesn't come on when the game is 3 in 4 being played. AVOD sports interested fans and Males 25-44 are Female sports fan, 42 willing to accept ads on a free streaming video service.

I'm more willing to watch ads on a free platform.

Male sports fan, 50

ADVERTISING & SPORTS WORK WELL TOGETHER

Not surprisingly, WHICH TENDS TO HAVE ADS BREAKS THAT ARE LESS DISRUPTIVE TO WHAT YOU ARE WATCHING? 35

sports % Ads in sports 45 programming Ads in non-sports* % AVOD sports 35 % offers natural interested fan Neither 20

breaks that are Ads in sports 32% more conducive Ads in non-sports* 40% % to advertising. F25-34 Neither 28 Ads in sports 45% Ads in non-sports* 38% M25-44 Neither 17%

Ads in sports 34% Ads in non-sports* 29% Total sample Neither 38% *shows, news, movies, etc.

In addition to WHICH TENDS TO HAVE ENTERTAINING ADS? 36 % Ads in sports 55 being more % AVOD sports Ads in non-sports* 48 % receptive of interested fan Neither 17 relevant and Ads in sports 42% well-placed ads Ads in non-sports* 42% during timeouts F25-34 Neither 33%

% and changeups, Ads in sports 54 consumers Ads in non-sports* 53% % also find ads M25-44 Neither 16 in sports Ads in sports 41% Ads in non-sports* 38% entertaining. Total sample Neither 34% *shows, news, movies, etc.

THERE IS A STRONG PREFERENCE FOR AD-SUPPORTED STREAMING FOR SPORTS

MANY PREFER WATCHING STREAMING SPORTS WITH COMMERCIAL BREAKS INTEGRATED INTO THE EVENT IF THEY CAN GET IT FOR FREE 37 % % % %

56Total sample 45AVOD sports 55F25-34 37M25-44 interested fans

And it's not limited to sports content – consumers also prefer integrated ad breaks when streaming TV shows and movies.

PREFERRED VIEWING METHOD FOR STREAMING TV SHOWS AND MOVIES 38 49% For free, with 15- to 30-second commercial breaks integrated into the content

% For38 a monthly subscription fee, without commercials integrated into the content 13% For an individual fee for each video, program, or movie I watch, without commercials integrated into the content

1) A streaming sports strategy is now table stakes for marketers – especially for brands looking to reach younger demographics like Gen Z and Millennials who spend more time streaming than viewing on any other platform.

2) Streaming is the fastest growing viewing method – and all indicators point to sports being the fastest growing segment within the OTT ecosystem.

3) Sports streamers are looking for curated, easy to use platforms that offer a variety of sports content.

4) Sports streamers are open to advertising that aligns with their viewing preferences, finding ad breaks in sports entertaining and less disruptive – offering a myriad of opportunities for advertisers looking to reach incremental streaming sports audiences.

Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 24 Tubi, a division of FOX Entertainment, is an ad-supported video on demand (AVOD) ABOUT TUBI service giving consumers an easy way to discover new content that is available completely free. With the power of FOX fueling an expansive library of premium linear content, along with 35,000+ movies and TV shows, 100+ local and live news channels, and 250+ entertainment partners and counting, Tubi is bringing breakthrough streaming to a new generation of audiences – those who crave the kind of personalized experience no one else can offer. With advanced frequency management, unpar- alleled transparency, and cutting-edge ad experiences built with brands in mind, Tubi is here to help marketers increase their reach to incremental audiences they can’t find anywhere else.

TUBI’S STREAMERS Tubi’s Streamers are young, diverse and unattainable elsewhere · On average, Tubi Streamers are 20+ years younger than linear TV audiences · 42% identify as multicultural · 69% live in households that do not subscribe to Cable TV

This nationally representative audience is massive and highly engaged: · With 40M monthly active users , Tubi surpassed 3 Billion Hours Streamed in the most recent fiscal year 2021 (July 2020 - June 2021).

SPORTS ON TUBI In August 2021, Tubi launched a new content offering, “SPORTS ON TUBI,” inclusive of live streaming channels and on-demand content now available including FOX Sports, MLB, NASCAR, Big Ten, NHRA, PBC Boxing, PBA Bowling, Concacaf Soccer and more.

Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 25 TUBI + MAGID RESEARCH ABOUT THE DATA To best understand the current state of sports and streaming, Tubi consulted with Magid to analyze the sports landscape, viewer habits, and consumer attitudes. Findings included in this report were compiled via in-depth market research, online focus groups, and a national online survey.

Analysis of existing data The first phase of research included aggregation, analysis, and distillation of pre- existing Magid and Tubi data on streaming content, including sports content specifically, on AVOD and SVOD services. This included data from the 2021 Magid Video Entertainment Pulse Study (n= 2400 online users, age 13+, sample matched the U.S. census for age, gender and race, study focused on media attitudes and behaviors of consumers on a broad range of topics).

Online focus groups Four online focus groups with 24 total participants, census representative sampling based on gender and ethnicity, between the ages of 18-54 with a household income above $35,000, who indicated they were at least an “average fan” of 2+ sports and use streaming services, explored consumer attitudes, opinions, and expectations relative to live, streaming sports content on Tubi and other AVOD and SVOD services. Two focus groups included current Tubi users.

National online survey A national online survey with 2,000 consumers 18 years of age and older, interested in at least 1 of 32 sports, census representative sampling based on gender, age and ethnicity of the U.S. population that quantified consumer attitudes, behavior, preferences, and expectations relative to sports content and its availability on a streaming service and Tubi in particular.

Trusted Consumer Strategy Partner:

Additional data inputs were included in this report from ‘The Stream: Actionable Audience Insights 2021’ Report released earlier this year.

Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 27 ALL SPORTS ASKED ABOUT IN THE STUDY 1 National Football League (NFL) 18 International Professional Soccer (EPL, Champions League, Liga MX, Bundesliga, etc.) 2 Major League Baseball (MLB) 19 Professional wrestling 3 College Football (NCAA) 20 Professional Poker (PokerStars, World Poker Tour, etc.) 4 Collegiate “Olympic sports” (gymnastics, swimming, track and field, soccer, wrestling, etc.) 21 Women’s Professional Basketball (WNBA)

5 National Basketball Association (NBA) 22 USFL Pro Football (beginning in 2022)

6 Men’s College Basketball (NCAA) 23 Horse racing

7 National Hockey League (NHL) 24 Formula 1 Racing

8 Winter sports (skiing, bobsledding, speed skating, 25 U.S. “minor leagues” (minor league baseball or hockey, ski jumping, etc.) G-League basketball, etc.)

9 Boxing 26 “Non-traditional” sports (cornhole, ping-pong, competitive fishing, axe throwing, billiards, etc.) 10 Tennis 27 Major League Soccer (MLS) 11 Professional Golf (PGA, LPGA, Euro Tour) 28 E-sports 12 NASCAR 29 Women’s Professional Soccer (NWSL) 13 Professional tennis (ATP, WTA) 30 Rugby 14 Mixed martial arts fighting (UFC/MMA) 31 Cricket 15 Women’s College Basketball (NCAA) 32 Lacrosse 16 Sports leagues in other countries (pro basketball in Japan, China, or Australia, European pro ice hockey, Korean pro baseball, etc.)

17 Alternative/action sports (X-games types of sports, skate or snowboarding, etc.)

1 Magid | Tubi Sports Streaming Insights Study, July 2021, 22 Magid | Tubi Sports Streaming Insights Study, July 2021, Watchletes n=601 n=2,000

2 Magid | Video Entertainment Study 2021, n=2,216 23 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, Magid | Video Entertainment Study 2021, n=2,216 3 F25-34 n=177

4 Magid | Video Entertainment Study 2021, n=2,216 24 Magid | Tubi Sports Streaming Insights Focus Groups, July 2021, n=24 5 Magid | Video Entertainment Study 2021, n=2,216

25 Magid | Tubi Sports Streaming Insights Focus Groups, July 6 July 2021 Omnibus Report, Advertiser Perceptions for Tubi, 2021, n=24 n=300

26 Magid | Tubi Sports Streaming Insights Study, July 2021, 7 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,463 n=2,000 8 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,463 27 Magid | Tubi Sports Streaming Insights Study, July 2021, 9 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 n=2,000, F24-34 n=117, M25-44 n=358 28 Magid | Tubi Sports Streaming Insights Focus Groups, July 10 Magid | Tubi Sports Streaming Insights Focus Groups, July 2021, n=24 2021, n=24 29 Magid | Tubi Sports Streaming Insights Focus Groups, July 11 Magid | Tubi Sports Streaming Insights Focus Groups, July 2021, n=24 2021, n=24 30 Magid | Tubi Sports Streaming Insights Study, July 2021, 12 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, Watchletes n=601 F25-34 n=177

13 Magid | Tubi Sports Streaming Insights Study, July 2021, 31 Magid | Tubi Sports Streaming Insights Focus Groups, July n=2,463 2021, n=24

14 Magid | Tubi Sports Streaming Insights Study, July 2021, 32 Magid | Tubi Sports Streaming Insights Study, July 2021, Watchletes n=601 n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, F25-34 n=177 15 Magid | Tubi Sports Streaming Insights Study, July 2021, Watchletes n=601 33 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, 16 Magid | Tubi Sports Streaming Insights Study, July 2021, F25-34 n=177 Watchletes n=601 34 Magid | Tubi Sports Streaming Insights Focus Groups, July 17 Magid | Tubi Sports Streaming Insights Study, July 2021, 2021, n=24 Watchletes n=601 35 Magid | Tubi Sports Streaming Insights Study, July 2021, 18 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, Watchletes n=601 F25-34 n=177

19 Magid | Tubi Sports Streaming Insights Study, July 2021, 36 Magid | Tubi Sports Streaming Insights Study, July 2021, Watchletes n=601 n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, F25-34 n=177 20 Magid | Tubi Sports Streaming Insights Focus Groups, July 2021, n=24 37 Magid | Tubi Sports Streaming Insights Study, July 2021, n=2,000 AVOD Sports Intersted Fans n=909, M25-44 n=400, 21 Magid | Tubi Sports Streaming Insights Study, July 2021, F25-34 n=177 n=2,000

38 Magid | Video Entertainment Study 2021, n=2,216