The American Football market in Northern Europe has seen slow growth due to factors such as limited popularity outside of the US, competition from other sports, and lack of media coverage.
Customer preferences: With the rise of social media and the proliferation of digital platforms, there has been a notable shift in consumer preferences for consuming sports content. This has led to a growing demand for personalized and interactive experiences, as well as a desire for diverse and inclusive representation in sports media. Furthermore, as younger generations are becoming increasingly environmentally conscious, there is a growing trend towards sustainability in the production and distribution of sports content, leading to the integration of eco-friendly practices in media strategies.
Trends in the market:
In recent years, there has been a significant rise in the use of digital media to enhance the American Football experience. In Northern Europe, streaming services have become increasingly popular, allowing fans to watch games on their preferred devices. In America, the use of social media and online platforms has soared, with teams and players directly engaging with fans and providing exclusive content. This trend is expected to continue, as it offers a more immersive and convenient way for fans to consume content. However, it also poses a challenge for traditional media outlets, as they struggle to compete in the highly digitalized landscape. As industry stakeholders grapple with this shift, there is a need to adapt and innovate to maintain a strong presence in the market.
Local special circumstances: In Northern Europe, the American Football Media Market is heavily influenced by the popularity of soccer and other traditional European sports. Despite this, American football has gained a strong following among younger demographics, driven by the rise of streaming services and social media platforms. In the US, the market is dominated by major broadcasting networks and online subscription services, with a focus on live game coverage and extensive analysis. Regulatory differences also play a role, with strict broadcasting guidelines in Europe compared to the more liberal approach in the US. These factors shape the media landscape and consumer behavior, ultimately impacting the market dynamics of American football media in both regions.
Underlying macroeconomic factors: The growth of the American Football Media market is heavily influenced by macroeconomic factors such as consumer spending trends, advertising budgets, and media consumption patterns. Countries with strong economies and high levels of discretionary income tend to have a larger market for American Football Media, as consumers are more likely to invest in media subscriptions and merchandise related to the sport. Additionally, favorable fiscal policies that support sports organizations and broadcasting rights can also drive growth in the market, as increased investment in American football can lead to enhanced production value and coverage. However, in countries with weaker economic conditions and stricter regulations on media ownership, the American Football Media market may face challenges in reaching its full potential.
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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