The American Football Media Market within the Sports Market in Baltics is seeing minimal growth, influenced by factors such as the popularity of digital technologies, growing interest in health among consumers, and the convenience of online football media services.
Customer preferences: Currently, there are also concerns about the long-term impact of concussions and other injuries sustained through playing American football, leading to a growing interest and demand for alternative, non-contact versions of the sport. This trend is further fueled by changing attitudes towards violence and physical aggression in sports, with some consumers prioritizing player safety and well-being over action-packed entertainment. Sports media companies are also adapting to these shifts by increasing coverage of non-contact or modified football leagues and events, reflecting the changing tastes and preferences of viewers.
Trends in the market: In both the Baltics and the American Football Media Market, there has been a significant increase in the use of digital media to engage with fans and promote the sport. This trend has been driven by the growing popularity of streaming services and social media platforms, as well as the desire for more personalized and interactive content. These developments offer new opportunities for stakeholders in the American Football industry to reach and engage with a wider audience, and the trajectory of these trends indicates that digital media will continue to play a pivotal role in the growth and success of the sport in the future. However, as digital media becomes increasingly dominant, traditional forms of media, such as television broadcasting, may face challenges in maintaining their relevance. This has implications for stakeholders in the American Football Media Market, as they must navigate the shifting landscape and adapt their strategies to stay ahead of the curve.
Local special circumstances:
In the Baltics, the American Football Media Market is heavily influenced by the regions love for unique and unconventional sports. The popularity of extreme sports and a strong community spirit have created a niche market for American football, with a growing fan base and increasing interest from media outlets. Additionally, the relatively low cost of production and the use of live streaming technology have allowed for a more affordable and accessible viewing experience, making American football a popular choice among younger audiences. Furthermore, the regions small size and close-knit communities have resulted in a strong sense of national pride, leading to a loyal and engaged fan base for local American football teams and leagues. These local factors contribute to the unique dynamics of the American Football Media Market in the Baltics, setting it apart from other markets in the global American football industry.
Underlying macroeconomic factors: The macroeconomic factors impacting the American Football Media Market within the Sports Market are largely determined by the overall state of the global economy, as well as the specific economic conditions of the countries in the Baltics region. Key indicators such as GDP growth, unemployment rates, and consumer spending all play a role in the performance of the market. Fiscal policies, such as tax incentives for sports media companies and investments in infrastructure, can also have a significant impact. Additionally, the popularity and cultural significance of American football in the given country can also influence the demand for media coverage, sponsorship opportunities, and overall market growth.
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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