The American Football media market in Estonia is experiencing minimal growth, influenced by factors like limited consumer interest and an already established Sports market. Despite this, the convenience of online services and growing awareness of health benefits drive moderate growth.
Customer preferences: As American football continues to gain popularity in Estonia, the American Football Media Market is experiencing a growing trend of live streaming and on-demand access to games. This shift is driven by consumer demand for convenience and the ability to watch games on a variety of devices, catering to the diverse lifestyles and preferences of different demographics. Additionally, the use of social media and digital platforms for fan engagement and interaction has become a key strategy for teams and leagues to reach a wider audience and cultivate a loyal fan base.
Trends in the market: In Estonia, interest in American football has been steadily increasing, leading to a growing market for media coverage. This trend is mirrored in the US, where there has been a rise in telecasts of American football games across various platforms. In addition, there has been an increase in digital media coverage of the sport, with more online platforms providing live streaming and exclusive content. This trend is significant for industry stakeholders as it opens up new avenues for revenue and audience engagement. Furthermore, it has potential implications for the traditional television industry, as more viewers turn to online platforms for American football coverage. The trajectory of this trend shows a shift towards digital media consumption and highlights the importance of adapting to changing consumer preferences in the sports media market.
Local special circumstances: In Estonia, the American Football media market is small compared to more established sports like soccer and basketball. This is due to the countrys relatively low interest in American Football and its limited media coverage. However, the market has potential for growth due to the countrys high internet penetration rate and affinity for online content consumption. Local media companies have already started catering to this niche market by providing live streaming and highlights of American Football games. Additionally, the governments support for promoting American Football as a sport in schools and universities could further drive the growth of the media market in Estonia.
Underlying macroeconomic factors:
The American Football Media Market is heavily influenced by macroeconomic factors, such as the overall economic climate of the country, the availability of disposable income for consumers, and government policies that impact the sports industry. In Estonia, a small country with a strong economy, the American Football Market may face challenges in competing with more established sports such as soccer. However, in the United States, where American football is a beloved national pastime and the sports industry is a major contributor to the economy, the American Football Media Market is thriving. The growth and investment in digital media technology have also greatly impacted the market, as advancements in live streaming, social media, and mobile apps have made it easier for fans to access and engage with American football content.
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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