RESEARCH REPORT The Sports Streaming Audience Actionable Insights for Brands Trusted Consumer Strategy Partner: CopyrightCopyright © © 2021, 2021, Tubi Tubi The Sports Streaming Audience: Actionable Insights for Brands 1 TABLE OF CONTENTS 3 INTRODUCTION 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 Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 3 1 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+ Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 4 1 WHY YOU NEED A SPORTS STREAMING STRATEGY NOW Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 5 1 | WHY YOU NEED A SPORTS STREAMING STRATEGY NOW 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 Streaming61 Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 6 1 | WHY YOU NEED A SPORTS STREAMING STRATEGY NOW 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 Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 7 1 | WHY YOU NEED A SPORTS STREAMING STRATEGY NOW 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 Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 8 2 A NEW KIND OF SPORTS VIEWER » THE WATCHLETE Copyright © 2021, Tubi The Sports Streaming Audience: Actionable Insights for Brands 9 2 | A NEW KIND OF SPORTS VIEWER » THE WATCHLETE 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.