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Sports Viewing Experience - Canada - 2021

The above prices are correct at the time of publication, but Report Price: £3254.83 | $4395.00 | €3662.99 are subject to change due to currency fluctuations.

This report looks at the following areas:

• The proportion of Canadians who are sports fans and what sports they “The cultural significance of follow sports was highlighted by its • The methods fans use to watch and listen to live sports events role as a barometer of the • Consumer interest in new broadcast innovations • An assessment of interest in betting and what types of wagers fans want to COVID-19 pandemic. League make cancellations underscored the • Demand for out-of-market content and the threat of free online streams initial shock of March 2020,

The Canadian sports landscape is diversifying. As many 18-24 year olds follow return-to-play bubbles basketball as there are following hockey, soccer has double the following of illustrated ways to live amid baseball among that age group, and cricket is more relevant to young the pandemic and the Canadians than curling. Although hockey is still by far the most popular sport in gradual return of fans to the country, demand is evolving. buildings has been a symbolic Currently, the bigger concern for the sports industry has been the COVID-19 step towards the end of the pandemic. It disrupted schedules and cost billions of dollars in lost revenue – pandemic.” and its effects will continue to be felt even after the pandemic ends. But there is optimism now that leagues are getting schedules back on track, fans are – Scott Stewart, Senior Tech & filling seats, and Canadians are excited to watch events together at homes Media Research Analyst and sports bars again. Buy this report now Looking past the pandemic, one threat that will continue to be a challenge for Visit store.mintel.com this industry is fans watching or following games for free. Whether done legitimately (eg following on social media) or illegitimately (eg watching an EMEA +44 (0) 20 7606 4533 illegal online stream), the result is lost potential revenue because these Brazil 0800 095 9094 methods exist outside of the industry’s current monetization models.

Americas +1 (312) 943 5250 There are ways to incentivize those fans to use paid viewing methods, though. New broadcast innovations like remote viewing parties and behind-the-scenes China +86 (21) 6032 7300 content add value to the viewing experience and give fans a reason to subscribe. Digital technology has made it possible for the sports viewing APAC +61 (0) 2 8284 8100

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations. experience to continually evolve and give fans exciting new ways to follow their favourite athletes, teams and leagues. What's included Executive Summary

Full Report PDF

Infographic Overview

Powerpoint Presentation

Interactive Databook

Previous editions

Did you know?

This report is part of a series of reports, produced to provide you with a more holistic view of this market.

All Mintel 2020 reports contain specific OVID-19C related research and forecasts. The world’s leading brands rely on Mintel reports for the most complete, objective and actionable market intelligence.

Buy this report now Visit store.mintel.com

EMEA +44 (0) 20 7606 4533

Brazil 0800 095 9094

Americas +1 (312) 943 5250

China +86 (21) 6032 7300

APAC +61 (0) 2 8284 8100

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Table of Contents

OVERVIEW What's included • What you need to know Executive Summary • Key issues covered in this Report • Definition Full Report PDF

Infographic Overview EXECUTIVE SUMMARY • Top takeaways Powerpoint Presentation • Market overview Interactive Databook • Impact of COVID-19 on sports Figure 1: Immediate, short and longer-term impact of Previous editions COVID-19 on sports, June 2021 • Opportunities • Sports have broad appeal • Consumers want a modernized sports viewing experience • Sports betting is a massive opportunity but requires nuance Did you know? • Out-of-market sports demand should continue to increase This report is part of a series • Challenges of reports, produced to • Free viewing methods pose a threat to revenues provide you with a more holistic view of this market. THE MARKET – KEY TAKEAWAYS • The sports industry is valuable but challenged All Mintel 2020 reports • Demographic trends are particularly important to sports contain specific OVID-19C • 2020-21 illustrated the influential oler of government in related research and forecasts. The world’s sports leading brands rely on THE MARKET – BY THE NUMBERS Mintel reports for the most complete, objective and • The sports world saw revenues decline, some franchise actionable market values increase intelligence. • 2020 revenues declined for all four major North American sports leagues • Some franchises actually gained value in 2020 Buy this report now MARKET FACTORS Visit store.mintel.com • An increasingly diverse population will shift demand for sports EMEA +44 (0) 20 7606 4533 Figure 2: Immigrants as a proportion of Canadian population, Brazil 0800 095 9094 1871-2036 • South Asian Canadians will have the largest impact Americas +1 (312) 943 5250 Figure 3: Population of visible minority groups in Canada (thousands), 2011 vs 2036 (proj.) China +86 (21) 6032 7300

• Unemployment rates can impact monthly sports APAC +61 (0) 2 8284 8100 subscriptions

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Figure 4: Canada unemployment rate, January 2020-May 2021 What's included • Legalized single-game betting will change the sports Executive Summary landscape

• Hockey Canada enrollment has flattened Full Report PDF Figure 5: Hockey Canada enrollment, 2008-20 • Impact of COVID-19 on sports Infographic Overview • Immediate impacts (2020) Powerpoint Presentation • Short term (2021) Figure 6: Sportsnet PR Twitter post, 2021 Interactive Databook Figure 7: Sportsnet PR Twitter post, 2021 Previous editions • Recovery (2022-25)

COMPANIES AND BRANDS – KEY TAKEAWAYS • The sports industry is leveraging tech to modernize the fan experience Did you know? • Leagues must still operate as businesses This report is part of a series COMPETITIVE STRATEGIES of reports, produced to • NFL Thursday Night Football on Amazon Prime in 2022 provide you with a more • Formula 1: Drive to Survive benefits Netflix and F1 holistic view of this market. Figure 8: Formula 1: Drive to Survive Season 3 | F1 Netflix | All Mintel 2020 reports Official rT ailer, 2021 contain specific OVID-19C • Player tracking technology is evolving the fan experience related research and Figure 9: Second Spectrum Twitter post, 2021 forecasts. The world’s • Broadcasters and telecoms are rolling out sports leading brands rely on innovations Mintel reports for the most Figure 10: SportsApp on Ignite TV, 2018 complete, objective and Figure 11: TSN PR Twitter post, 2021 actionable market intelligence. • Legalized sports betting in Canada will drive more partnerships • NHL’s regional restrictions affect broadcasters’ strategies • NHL Live provides the opposite service • Regional restrictions are not unique to the NHL Buy this report now • Sportsnet is working around regional restrictions with SN Visit store.mintel.com Now+ EMEA +44 (0) 20 7606 4533 • The CFL considered partnering with the XFL to build a more sustainable league Brazil 0800 095 9094

THE CONSUMER – KEY TAKEAWAYS Americas +1 (312) 943 5250

• Sports fans in Canada China +86 (21) 6032 7300 • How fans follow sports APAC +61 (0) 2 8284 8100 • Sports broadcast innovations • Sports betting

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

• Post-COVID-19 sports viewing behaviours • Out-of-market demand and access to content What's included SPORTS FANS IN CANADA Executive Summary • Most Canadians are sports fans Full Report PDF Figure 12: Number of different sports followed – Repertoire, 2021 Infographic Overview • Men are more likely to be sports fans than women Powerpoint Presentation Figure 13: Number of different sports followed – Repertoire, men vs women, 2021 Interactive Databook • Sports also skew to younger consumers Previous editions Figure 14: Follow any sports, by age, 2021 • Cultural differences in sports fandom evident by race and region Figure 15: Follow any sports, by race, 2021 Figure 16: Sports followed, Quebec vs overall, 2021 Did you know? • The Olympics can reach those who do not follow other sports This report is part of a series Figure 17: Usually watch the Olympic Games, sports fans vs of reports, produced to non-fans, 2021 provide you with a more • Only half of fans watch most of their favourite team’s games holistic view of this market. Figure 18: Proportion of a favourite team’s games watched/ All Mintel 2020 reports listened to, 2021 contain specific OVID-19C • Women present an opportunity to get more invested fans related research and Figure 19: Proportion of a favourite team’s games watched/ forecasts. The world’s listened to, men vs women, 2021 leading brands rely on • Sports fandom is exponential Mintel reports for the most Figure 20: Watch all/almost all of a favourite team’s games, complete, objective and actionable market by number of sports followed, 2021 intelligence. • The Big Four pro leagues are facing increasing competition Figure 21: Sports followed, 2021 Figure 22: Sports followed, by age, 2021 Figure 23: Sports followed, by race, 2021 Buy this report now • Curling, lacrosse and cricket are a microcosm of sports evolution in Canada Visit store.mintel.com

Figure 24: Sports followed: curling, lacrosse and cricket, by EMEA +44 (0) 20 7606 4533 age, 2021 Figure 25: Sports followed: curling, lacrosse and cricket, by Brazil 0800 095 9094 race, 2021 Americas +1 (312) 943 5250 • Sports fandom in Canada is different than the US China +86 (21) 6032 7300 HOW FANS FOLLOW SPORTS APAC +61 (0) 2 8284 8100 • Cable/satellite TV is still the leading source for sports

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Figure 26: Sources used to follow live sports events, 2021 • Cable/satellite TV is driven by older consumers What's included Figure 27: Traditional sources used to follow live sports events, Executive Summary by age, 2021

• Income, race and living area demographics also highlight Full Report PDF cable/satellite TV’s skews Figure 28: Use cable/satellite TV to follow live sports events, Infographic Overview by race, household income and living location, 2021 Powerpoint Presentation • Streaming sports is the future of this industry Figure 29: Use streaming services to follow live sports events, Interactive Databook by age, 2021 Previous editions Figure 30: Use streaming services to follow live sports events, by race, household income and living location, 2021 • Demographic skews have implications for different sports leagues Figure 31: Use streaming services to follow live sports events, Did you know? by sports followed, 2021 • Delayed, non-direct viewing behaviours are a threat This report is part of a series Figure 32: Use social media or digital game trackers to follow of reports, produced to live sports events, by age, 2021 provide you with a more holistic view of this market. Figure 33: Use social media or digital game trackers to follow live sports events, by race, household income and living All Mintel 2020 reports location, 2021 contain specific OVID-19C • Social media and digital game trackers illustrate the related research and importance of competitive pricing forecasts. The world’s leading brands rely on SPORTS BROADCAST INNOVATIONS Mintel reports for the most • More capabilities and options will help modernize complete, objective and actionable market broadcasts intelligence. Figure 34: Interest in new sports broadcast capabilities, 2021 • Younger consumers are the most interested in these new capabilities Figure 35: Interest in new sports broadcast capabilities (% Buy this report now very interested), by age, 2021 Figure 36: Re-watch Montreal Canadiens vs Tampa Bay Visit store.mintel.com

Lightning Game 5 LIVE w/Steve Dangle + Cup Celebrations, EMEA +44 (0) 20 7606 4533 2021 • Innovating how sports content is made available Brazil 0800 095 9094 Figure 37: Interest in access to sports broadcast content, 2021 Americas +1 (312) 943 5250 • Demographic skews match demand for new broadcast capabilities China +86 (21) 6032 7300 • Reimagining how sports broadcasts are designed APAC +61 (0) 2 8284 8100

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Figure 38: Interest in different types of sports broadcasts, 2021 What's included Figure 39: Best of NFL on Nickelodeon!, 2021 Executive Summary • These new types of broadcasts could have wider appeal

Figure 40: Interest in different types of sports broadcasts, men Full Report PDF vs women, 2021 • A simpler approach: adjusting on-air insights Infographic Overview Figure 41: Interest in analysis included in sports broadcasts, Powerpoint Presentation 2021 Figure 42: Interest in analysis included in sports broadcasts, Interactive Databook by age, 2021 Previous editions • Betting analysis represents the next step for broadcasters • Including more coverage of women’s sports is a key to driving viewership with young women Figure 43: Would like to see more coverage of women’s sports (% agree), by age and gender, 2021 Did you know? Figure 44: PWHPA Instagram post, 2021 This report is part of a series SPORTS BETTING of reports, produced to • Half of sports fans are interested in betting provide you with a more Figure 45: Interest in types of sports betting, 2021 holistic view of this market. • Betting behaviours correlate with more sports watched All Mintel 2020 reports Figure 46: Interest in sports betting, by number of sports contain specific OVID-19C followed, 2021 related research and • Younger fans are the most likely to bet on sports forecasts. The world’s Figure 47: Interest in sports betting, by age, 2021 leading brands rely on Figure 48: TSN Edge Twitter post, 2021 Mintel reports for the most • Men, urban dwellers and multicultural Canadians are more complete, objective and actionable market open to sports betting intelligence. Figure 49: Interest in sports betting, by race, gender and living location, 2021 Figure 50: Listen to podcasts about sports (% agree), by race, gender and living location, 2020 Buy this report now • Leagues are impacted by these demographic differences Figure 51: Interest in sports betting, by sports followed, 2021 Visit store.mintel.com

• Single-game, live and daily betting EMEA +44 (0) 20 7606 4533 • Live and daily betting is more popular among younger fans Figure 52: Interest in types of sports betting, by age, 2020 Brazil 0800 095 9094 • Not all betting is created equal Americas +1 (312) 943 5250

POST-COVID-19 SPORTS VIEWING BEHAVIOURS China +86 (21) 6032 7300 • Fans want to watch sports together APAC +61 (0) 2 8284 8100 Figure 53: Post-COVID-19 sports activities, 2021

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

• Gatherings should result in more viewership from casual fans What's included Figure 54: Post-COVID-19 sports activities, by proportion of Executive Summary favourite team’s games watched/listened to, 2021

• Entertaining at home and restaurants stand to benefit from Full Report PDF sports get-togethers Figure 55: BlogTO Instagram post, 2021 Infographic Overview • Sports as live entertainment will see demand surges, too Powerpoint Presentation Figure 56: Looking forward to attending an event in person post-COVID-19, by household income, 2021 Interactive Databook • Viewers want to see fans again Previous editions Figure 57: Looking forward to watching events full of fans, by proportion of favourite team’s games watched/listened to, 2021 • The pandemic created more advertising opportunities Figure 58: Chicago Cubs Instagram post, 2021 Did you know? • Advertisements on players are more salient to fans This report is part of a series OUT-OF-MARKET DEMAND AND ACCESS TO CONTENT of reports, produced to • Half of hockey fans are fans of an out-of-market team provide you with a more Figure 59: I am a fan of an out-of-market NHL team (% holistic view of this market. agree), by age, 2021 All Mintel 2020 reports • Out-of-market fandom is similar across regions contain specific OVID-19C • Out-of-market viewership correlates with betting related research and Figure 60: Regularly watch out-of-market sports games/ forecasts. The world’s events (% agree), by interest in sports betting, 2021 leading brands rely on • Hockey fans are the least likely to watch out-of-market Mintel reports for the most games complete, objective and actionable market Figure 61: Regularly watch out-of-market sports games/ intelligence. events (% agree), by sports followed, 2021 • Content access: free streams and the leverage of sports broadcasters Figure 62: Missed a game because of lack of access (% Buy this report now agree), by age, 2021 Figure 63: Watched live sports on an free online stream (% Visit store.mintel.com

agree), by age, 2021 EMEA +44 (0) 20 7606 4533 • Ways to battle against free online streams Figure 64: SN Now – Life Coach Illegal Streams - YouTube, Brazil 0800 095 9094 2021 Americas +1 (312) 943 5250

APPENDIX – DATA SOURCES AND ABBREVIATIONS China +86 (21) 6032 7300 • Data sources APAC +61 (0) 2 8284 8100 • Consumer survey data

The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

• Consumer qualitative research • Mintel Trend Drivers What's included • Abbreviations and terms Executive Summary • Abbreviations

• Terms Full Report PDF

Infographic Overview

Powerpoint Presentation

Interactive Databook

Previous editions

Did you know?

This report is part of a series of reports, produced to provide you with a more holistic view of this market.

Buy this report now Visit store.mintel.com

EMEA +44 (0) 20 7606 4533

Brazil 0800 095 9094

Americas +1 (312) 943 5250

China +86 (21) 6032 7300

APAC +61 (0) 2 8284 8100

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