The American Football Media Market has seen minimal growth in recent years, impacted by factors like the rise of social media and the shift towards online sports media. This is reflected in the markets slow growth rate in Croatia, where digital technologies are advancing but have not yet reached their full potential in the Sports market.
Customer preferences: With the growing popularity of American football in Croatia, there has been an increase in demand for digital content and coverage of the sport. This can be attributed to the rise of social media and streaming services, where fans can easily access live games and highlights. Additionally, there has been a shift towards interactive and personalized content, with viewers looking for in-depth analysis and behind-the-scenes footage. As the younger generation in Croatia becomes more tech-savvy, there is also a growing demand for interactive and mobile-friendly content to enhance fan engagement.
Trends in the market:
In Croatia, the American football media market is seeing a rise in digital platforms, with more fans turning to streaming services and social media for game coverage and updates. In the US, the use of virtual and augmented reality technology is becoming more prevalent, providing an immersive experience for viewers. In terms of significance, these trends offer new opportunities for broadcasting rights and advertising revenues. However, they also pose challenges for traditional media outlets and their ability to compete in a digital landscape. Furthermore, these trends have the potential to expand the global reach of the American football market and bring in new international audiences. As such, stakeholders in the industry must continue to innovate and adapt to these changing trends to stay relevant and capitalize on their benefits.
Local special circumstances:
In Croatia, the American Football market is relatively small and niche, with limited funding and infrastructure. However, the country has a passionate fan base and a growing interest in the sport, which has led to the development of various online and social media platforms catering to this market segment. Additionally, the cultural influence of sports, especially football (soccer), has created a competitive environment for American football to gain recognition. As for the media market, the dominance of football and other traditional sports has resulted in limited coverage and exposure for American football, but with the emergence of digital platforms and streaming services, there is a growing potential for the sport to reach a wider audience.
Underlying macroeconomic factors: The American football media market in Croatia is primarily influenced by macroeconomic factors such as economic stability, consumer spending power, and government regulations. As a developing country, Croatia has seen steady economic growth in recent years, with a rising middle-class population and increasing disposable income. This has led to a growing interest in sports, including American football, and an increase in demand for media coverage and merchandise. However, government regulations and policies, such as broadcasting rights and foreign ownership laws, can have a significant impact on the performance of the American football media market in Croatia. Furthermore, the global economic climate and international trade agreements can also influence the market, as they can affect the availability and pricing of media content and equipment for American football coverage.
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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