The American Football market in Taiwan nan is facing negligible growth, influenced by factors such as declining interest among consumers, lack of marketing strategies, and competition from other popular sports. Despite being in the Sports Market, it struggles to keep up with the fast-paced digital landscape.
Customer preferences: With the growing popularity of American Football in Taiwan, the media market has seen a shift towards digital content, providing convenient and timely access to game highlights, player interviews, and expert analysis. This aligns with the rising preference for online streaming and on-demand content consumption among Taiwanese consumers. Additionally, there has been a surge in the use of social media platforms for live game updates and engagement with fellow fans, highlighting the influence of social media in the American Football media market. This trend is further driven by the younger demographics in Taiwan, who are highly active on social media and hold a strong interest in American Football.
Trends in the market: In Taiwan, the American Football market is seeing a rise in online streaming services, allowing fans to follow games and access exclusive content through digital platforms. In the US, there is a growing trend of using social media platforms to engage with fans, creating a more interactive and personalized experience. In terms of media coverage, there is a shift towards using digital platforms as a way to reach younger audiences. This trend is significant as it allows for increased global reach and provides more options for fans to engage with the sport. Industry stakeholders must adapt to these trends and invest in digital media strategies to stay relevant in the ever-evolving American Football market.
Local special circumstances: In Taiwan, the American Football Media Market is still in its early stages compared to other developed countries. This can be attributed to the cultural preference for traditional sports such as baseball and basketball. However, the governments efforts to popularize American football through youth programs and international events have led to a growing interest in the sport. Similarly, in the United States, the dominance of American football in the Sports market is influenced by the countrys long-standing cultural attachment to the sport and the widespread presence of media coverage and advertising across all platforms. The size and diversity of the American market also contribute to the intense competition among media outlets for viewership and advertising revenue.
Underlying macroeconomic factors: The American Football Media Market within the Sports Market is heavily impacted by macroeconomic factors such as technological advancements, consumer preferences, and sponsorship investments. In Taiwan, for example, where American football is relatively new, the market is heavily influenced by the countrys overall economic health and government policies that support the growth of sports and media industries. In the United States, a mature market for American football, factors such as consumer spending power, digital media adoption, and corporate sponsorships play a significant role in driving market performance. Moreover, global economic trends and trade policies also impact the market, as the game continues to gain popularity in international markets.
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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