2014 was the most digital sports watching year ever recorded. With the Olympics, March Madness, World Cup, and every major sporting league adding digital video options, consumers embraced the shift to online. If consumer behavior mimics the experience of these other special sporting events in 2014, the Super Bowl may have seen more than 30% of its online video starts from mobile devices. With the emergence of larger screens, smartphones will show more starts than tablets for these large sporting events
With major sporting events all year long, sports also creates a deeply engaged user. Tracking by Adobe Digital Index found that with TV-Everywhere content, consumer viewed 4.2 authenticated sport videos per month, up from 3.8 in 2013.
That is good news for advertisers, for online video sports viewers see 66% more ads per video than viewers who watch non-sports-related content.
The ability to view sports digitally will also expand the buzz around sports brands like the NFL, NBA, and MLB. The NBA has the highest share of international social buzz, but those numbers for each league will only continue to grow as each sport expands access to its content in a digital world.
If trends continue, Adobe Digital Index predicts by 2020, the NBA, NFL, or MLB global reach could look much more similar to what the World Cup garnered, with a more even share of buzz by country.
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