The American Football Media Market in Singapore has shown minimal growth, with factors such as limited awareness and accessibility of online services impacting its growth rate. However, the overall Sports Market in Singapore remains strong, driven by increasing participation and interest towards American Football. This trend is expected to continue, driving further growth in the American Football Market.
Customer preferences: Consumers in the American Football Media Market are increasingly turning to online streaming platforms for live and on-demand coverage of games and highlights, instead of traditional cable or satellite television. This trend is driven by the rising popularity of digital media consumption and the ease of accessibility and personalization offered by streaming services. Additionally, there is a growing interest in behind-the-scenes and player-focused content, indicating a desire for a more immersive and interactive viewing experience. This shift towards digital consumption highlights the changing preferences and habits of viewers within the American Football Market.
Trends in the market: In Singapore, the American Football media market is experiencing a shift towards digital platforms as a result of increased internet penetration and smartphone usage. This trend is expected to continue, as the younger generation, who are more active on social media, becomes the main target audience for advertisers and broadcasters. Similarly, in the American Football market in the United States, there has been a significant rise in digital content consumption, especially through streaming services and social media platforms. This trend is expected to impact traditional broadcast channels, as more viewers prefer personalized, on-demand content. These changes not only allow for a larger reach and engagement with fans, but also attract new and diverse audiences. As a result, industry stakeholders, including teams, advertisers, and broadcasters, are exploring new opportunities to adapt to this trend and optimize their strategies for success in the digital era.
Local special circumstances: In Singapore, the American Football media market is heavily influenced by the countrys small size and highly connected population. Singapores advanced telecommunications infrastructure and high internet penetration rate has allowed for the popularity of online streaming services and mobile viewing platforms. In contrast, the American Football media market in the United States is dominated by traditional broadcast television, reflecting the countrys large geographical area and lower internet connectivity rates. These factors have led to a distinctive mix of viewing habits and preferences in the two markets.
Underlying macroeconomic factors: The American Football Media Market within the Sports Market is heavily influenced by macroeconomic factors such as media consumption trends, advertising revenues, and investments in sports broadcasting rights. Countries with a strong economy and a robust media landscape, such as the United States, are experiencing significant growth in this market. In contrast, countries with a weaker economy and less developed media industries, such as Singapore, may face challenges in growing their American Football Media Market. Additionally, changes in consumer behavior, such as the rise of streaming services, and the impact of global events, such as the COVID-19 pandemic, can also affect the performance of 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.
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