The American Football media market in South Korea is experiencing minimal growth due to various factors, including the limited popularity of the sport in the region. However, with the increasing availability of online streaming services, there is potential for slow growth in the future.
Customer preferences: There has been a growing interest in American football among South Korean consumers, particularly among younger demographics. With the rise of digital media, there has been a shift towards streaming and online platforms for watching games and engaging with content. This trend is notable given the cultural preference for convenience and the increasing use of technology in daily life. As such, there is a potential for the integration of digital media and American football to become a key marketing strategy in reaching and engaging with South Korean consumers.
Trends in the market: In South Korea, there is an increasing interest in American football, resulting in a growing demand for media coverage of the sport. This trend is reflected in the rising viewership of American football games on television and online streaming platforms. Similarly, in the United States, there has been a shift towards digital media consumption, with more fans turning to social media and online platforms for American football updates and highlights. This trend has led to the emergence of specialized American football media outlets, catering to the interests of die-hard fans. In the future, we can expect to see further growth in the American football media market, as the sport continues to gain popularity globally. This will present significant opportunities for industry stakeholders, such as broadcasters, advertisers, and media companies, to tap into the lucrative American football market and engage with a diverse fan base.
Local special circumstances: In South Korea, the American Football media market has faced challenges in gaining traction due to the dominance of traditional sports like soccer and baseball. However, recent years have seen a growing interest from the younger demographic, aided by the rise of social media and online streaming platforms. There is also a cultural preference for teamwork and discipline, which aligns with the values promoted in American football. In the US, on the other hand, American football has a long-standing history and is deeply ingrained in the culture, with a dedicated fan base and extensive media coverage. The stringent regulations in South Korea regarding foreign sports leagues and teams have also posed a barrier for the American Football media market to establish a strong presence in the country.
Underlying macroeconomic factors: The American Football Media Market, within the Sports Market, is greatly impacted by macroeconomic factors such as consumer spending, viewer preferences, and technological advancements. In South Korea, the rapid growth of the digital media market, coupled with the increasing investment in sports broadcasting, has led to a significant boost in the American Football Market. Contrastingly, in the US, the market fluctuates based on factors such as sponsorship deals, broadcast rights, and declining viewership trends. However, both markets are heavily influenced by economic stability and consumer confidence, which ultimately dictate the success of the American Football Media 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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