In recent years, the American Football Media Market within the Sports Market in Portugal has seen minimal growth. This can be attributed to various factors, including the saturation of the market, lack of interest in the sport among consumers, and limited resources and investment in the industry.
Customer preferences: Consumers in Portugal and the United States are showing a growing preference for streaming platforms and social media as their primary sources for American football coverage. This shift is driven by the convenience and flexibility of accessing content on-the-go. Furthermore, the rise of live streaming has enabled fans to engage with real-time game updates and highlights, enhancing the overall viewing experience. This reflects a growing trend towards digital media consumption, as individuals seek more personalized and interactive forms of entertainment.
Trends in the market: In Portugal, the American Football market has seen a surge in media coverage and fan engagement through online streaming services and social media platforms. Similarly, in the US, there has been a rise in digital media rights deals and partnerships with streaming giants like Amazon Prime. This trend is expected to continue, with an increasing reliance on digital media for live coverage and distribution. This shift towards digital media is significant, as it allows for a wider audience reach and potential for international expansion. However, it also poses challenges for traditional broadcasters and may impact the value of television rights deals. In the Portuguese market, this trend could also lead to a more diverse and competitive landscape for media companies, as they strive to meet the demands of the growing American Football fanbase. This trend also highlights the importance of adapting to changing consumer preferences and investing in new technologies to stay relevant in the sports media market.
Local special circumstances: In Portugal, the American Football market has yet to experience widespread popularity due to the dominant presence of traditional sports such as soccer. However, with the increasing availability of digital media platforms, there is potential for growth in the American Football media market. In contrast, the American Football market in the United States is a well-established multi-billion dollar industry, with a significant fan base and widespread media coverage. This can be attributed to the countrys cultural obsession with sports and its advanced media infrastructure. These differences in market maturity and media landscape have a significant impact on the development and growth potential of the American Football Media Market in these two countries.
Underlying macroeconomic factors: The American Football Media Market is heavily influenced by macroeconomic factors such as consumer spending, technological advancements, and regulatory policies. The overall economic health of the country plays a major role in determining the size and growth of the market. Favorable economic conditions such as low unemployment rates and high disposable income can lead to increased consumer spending on sports media, driving market growth. Additionally, investments in new technologies and digital platforms can also impact the market, as these innovations can improve fan engagement and revenue streams for media companies. Lastly, regulatory policies, such as broadcasting rights and media ownership regulations, can have a significant impact on the market, shaping the competition and revenue potential for American football media in a given 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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