The American Football media market within the Sports market in Australia & Oceania is currently experiencing steady, subdued growth. This can be attributed to a combination of factors, such as the rise of alternate forms of media consumption and the increasing demand for personalized, on-demand content. Despite these challenges, the market is expected to continue growing in the coming years due to the ongoing popularity of American Football in the region.
Customer preferences: The American Football Media Market is witnessing a rise in the popularity of streaming services and online platforms, as consumers seek convenient and accessible ways to consume sports content. This trend is further fueled by the increasing adoption of mobile devices and the growing fan base among younger generations who prefer on-the-go access to their favorite teams and players. Additionally, the emergence of social media influencers and esports athletes as key figures in the American Football community has also contributed to the growth of digital media consumption in the market.
Trends in the market: In Australia and Oceania, there has been a shift towards live streaming and online platforms for American football media. This trend is driven by the increasing accessibility of high-speed internet and the growing demand for convenient and on-demand content from consumers. Additionally, social media platforms have become essential for promoting and sharing American football content, creating new opportunities for advertising and sponsorships. As the reliance on traditional media declines, companies are focusing on creating digital content and engaging with fans through interactive and immersive experiences. This trend is expected to continue, with potential implications for media companies to optimize their online presence and for advertisers to explore new ways of reaching their target audience.
Local special circumstances: In Australia & Oceania, the American Football media market is influenced by the regions strong connection to Rugby, a similar sport but with different rules and strategies. The growth of American Football in this region is hindered by this strong sporting culture and limited media coverage. In contrast, in North America, the market is dominated by the National Football League (NFL) and has a well-established fan base and media presence, driving its popularity and revenue. Therefore, the American Football media market in Australia & Oceania faces unique challenges in competing with traditional sports and establishing a significant presence in the media landscape.
Underlying macroeconomic factors: The American Football Media Market in Australia & Oceania is heavily influenced by macroeconomic factors such as consumer spending, advertising budgets, and technological advancements. With a strong economy and stable fiscal policies, consumer spending on sports media has increased, leading to higher revenues in the American Football Market. Additionally, the regions growing digital infrastructure and widespread adoption of online streaming services have provided new opportunities for media companies to reach a wider audience and generate higher revenues. However, the recent global economic downturn due to the COVID-19 pandemic has caused a decline in advertising budgets, creating challenges for the American Football Media Market in Australia & Oceania. Nevertheless, as the economy continues to recover, increasing consumer spending and technological advancements are expected to drive the markets growth in the coming years.
Data coverage:
The data encompasses B2B revenues. Figures are based on media spending from businesses to several clubs. That also includes the revenues from advertising as this is part of media and broadcasting contracts the individual clubs have with their respective leagues.Modeling approach / Market size:
Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.
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