The American Football Media Market in Hong Kong has seen minimal growth due to factors such as limited interest in American football and competition from other popular sports. Offline and online football media services are struggling to attract consumers.
Customer preferences: With the rise of social media and the constant demand for instant updates and highlights, the American football media market has seen a significant increase in online and mobile platforms for broadcasting and coverage. This shift towards digital media has also led to an increase in user-generated content and fan engagement, as fans can now easily connect and interact with their favorite teams and players. Additionally, the growth of esports and online gaming has created a new avenue for American football fans to engage with the sport, catering to a younger and more tech-savvy audience.
Trends in the market: In both Hong Kong and the United States, the American Football Media Market is experiencing a surge in digital streaming platforms, with live games and exclusive content being offered. This trend is driven by the increasing demand for convenience and accessibility among sports fans, as well as the rise of cord-cutting behaviors and the growing popularity of non-traditional viewing methods. This trend is expected to continue, with industry stakeholders focusing on further developing and expanding their digital offerings to remain competitive in the Sports market. However, this could also lead to potential challenges for traditional media channels and stadium attendance as viewers shift towards digital platforms.
Local special circumstances: In Hong Kong, the American Football media market is influenced by the citys unique cultural blend of Eastern and Western influences. American Footballs popularity in the United States has also led to an increase in coverage and interest in Hong Kong, particularly among expatriates and locals who follow American sports. Additionally, strict censorship laws and government regulations on broadcasting and media content impact the availability and distribution of American Football content on traditional and online media platforms. This has resulted in a fragmented market and limited monetization opportunities for American Football media in Hong Kong. In contrast, in the United States, the market is driven by a well-established and highly competitive sports media landscape with a strong focus on American Football as a major source of revenue for both media networks and teams.
Underlying macroeconomic factors: The American Football Media Market within the Sports Market is greatly affected by macroeconomic factors such as consumer spending, disposable income, and advertising spending. In Hong Kong, with a growing popularity of American football, there has been an increase in consumer spending on merchandise and tickets, leading to overall market growth. In the United States, the health of the national economy, fluctuations in consumer spending, and government regulations on advertising have a direct impact on the performance of the American football media market. Additionally, fiscal policies and financial indicators such as the stock market and GDP growth can also influence the market demand for American football media and drive its growth trajectory.
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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