In recent years, the American Football media market in Kazakhstan has seen slow growth, influenced by the lack of widespread interest in the sport among the general population. Factors such as limited media coverage and competing interests in more popular sports have hindered its expansion. Despite these challenges, the market still offers potential for growth as technology advancements and increasing sports awareness may attract new audiences.
Customer preferences: As American football continues to gain popularity in Kazakhstan, the media market for this sport has also seen a surge in growth. With this growth, there has been a noticeable shift towards digital platforms for consuming sports content. This trend can be attributed to the increasing use of smartphones and social media usage among the younger demographic, who are also avid American football fans. As a result, media companies are now focusing on creating and promoting digital content tailored to this demographics preferences, including live streaming of games and interactive fan engagement through social media platforms. This shift towards digital platforms is expected to continue, driven by the countrys evolving lifestyle and the growing penetration of digital devices.
Trends in the market: In Kazakhstan, the American Football market is still in its infancy, but the media landscape is rapidly evolving with the rise of social media and live streaming platforms. International media organizations, such as ESPN, have also started to increase their coverage of American Football in the country. This trend is significant as it opens up opportunities for global partnerships and sponsorships, and also helps to build a fan base for the sport. However, there are challenges in terms of content localization and language barriers. Nevertheless, with the growing popularity of the sport and increasing media coverage, the American Football media market in Kazakhstan is expected to grow in the coming years, providing new opportunities for stakeholders in the industry.
Local special circumstances: In Kazakhstan, the market for American football is largely influenced by the countrys strong interest in traditional sports and nomadic culture. This has led to a growing fan base for the local American football league and an increase in media coverage and sponsorship opportunities. Additionally, the governments support for developing the sports industry and promoting a healthy lifestyle has further boosted the market. However, the market in the US is driven by the countrys love for the sport, major sporting events like the Super Bowl, and a highly developed media and advertising industry. This creates a unique dynamic in the American football media market, where both local and international influences play a significant role in shaping its growth.
Underlying macroeconomic factors: Over the years, the American Football Media Market within the Sports Market of Kazakhstan has been heavily influenced by macroeconomic factors such as government regulations, economic stability, and investment in sports infrastructure. Countries with a strong economy and favorable regulatory environment, like the United States, have seen significant growth in their American football media market due to increased investment and consumer demand. The prevalence of American football as a popular sport in Kazakhstan, coupled with a strong economy and favorable regulatory environment, has led to a growing market for American football media in the country.
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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