American Football Media - Malaysia

Malaysia

Highlights

Revenue in the American Football Media market is projected to reach US$1.20m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of -1.01%, resulting in a projected market volume of US$1.14m by 2029.
In global comparison, most revenue will be generated United States (US$15.48bn in 2024).
The average revenue per user (ARPU) in the American Football Media market is projected to amount to US$4.31 in 2024.
In the American Football Media market, the number of users is expected to amount to 284.1k users by 2029.
User penetration in the American Football Media market will be at 0.8% in 2024.

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The American football media market in Malaysia is experiencing negligible growth due to various factors, such as declining interest in the sport, lack of government support, and the rise of other popular sports. Consumers are turning to online streaming services, impacting the growth rate of traditional media outlets.

Customer preferences: The American football media market has seen a significant rise in the use of digital streaming services and online coverage of games, as the younger demographic continues to rely heavily on their electronic devices for entertainment. Additionally, the use of social media platforms as a means of fan engagement and updates on team news has become increasingly prevalent. This trend is influenced by the growing tech-savvy population and the increasing importance of social media in modern society.

Trends in the market: In Malaysia, the American Football Market has seen an increase in media coverage and streaming services, with more viewers turning to digital platforms to watch games and highlights. In the United States, there is a growing trend of using social media to engage with fans and provide behind-the-scenes content. This has led to an increase in sponsorships and partnerships with brands to reach a wider audience. In light of these trends, industry stakeholders are focusing on expanding their digital presence and developing innovative content to cater to the evolving needs of consumers. This shift towards digital media is significant as it allows for a larger reach and more targeted marketing strategies. However, it also poses challenges for traditional media outlets and broadcasting networks. The rise of digital media in the American Football Market within the Sports Market is expected to continue, with the potential for further growth in the digital streaming and social media space.

Local special circumstances: In Malaysia, the American Football Media Market is hindered by the countrys limited interest in the sport, as it is not a popular game among locals. This lack of demand leads to lower investments in the sports media sector, resulting in limited coverage of American football and less potential for growth. On the other hand, in the United States, American football is deeply ingrained in the countrys culture, with a strong fanbase and high viewership ratings. This drives a highly competitive and lucrative media market for the sport, with a wide range of television networks and digital platforms offering comprehensive coverage and engaging content. Additionally, with the prevalence of fantasy football and sports betting, American football media provides advertisers with highly targeted and valuable demographics. These factors contribute to the thriving and unique American football media market in the United States.

Underlying macroeconomic factors: The American Football Media Market within the Sports Market is heavily influenced by macroeconomic factors such as consumer spending patterns, technological advancements, and regulatory policies. In Malaysia, the growing middle class and increasing disposable income have led to a rise in consumer spending on sports media, driving market growth. On the other hand, in the US, the mature Sports market and high competition from other forms of media may impact the growth of the American Football Media Market. Moreover, advancements in digital media and streaming technology are reshaping the way consumers access and consume sports media content, which will likely continue to impact the market.

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.