The American Football market in Southeast Asia is experiencing sluggish growth due to limited consumer awareness and high competition within the sub-markets. Factors such as lack of media coverage, costly merchandise, and expensive tickets are negatively impacting the overall markets meager growth rate. Efforts to increase visibility and affordability could potentially boost growth in the future.
Customer preferences: With the rise of technology and increase in smartphone usage in Southeast Asia, there has been a growing interest in digital sports experiences within the American Football Market. This has led to an increased demand for live streaming and on-demand viewing options, as well as an overall preference for more interactive and engaging sports content. Additionally, there is also a noticeable shift towards health and wellness among consumers, with a focus on utilizing sports and fitness activities to improve physical and mental well-being. These cultural trends have created opportunities for brands and businesses to leverage digital platforms in targeting the Southeast Asian and American Football Market.
Trends in the market: Within Southeast Asia, there has been a significant increase in the popularity of American football, with more leagues and teams being established in countries like the Philippines, Malaysia, and Singapore. This trend is being driven by the growing interest in the sport among younger generations and the investments being made by major football associations. In the United States, the American Football market is evolving to include more international players and fan bases, with efforts being made to expand the sports reach beyond its domestic borders. This trend is significant for industry stakeholders as it presents new opportunities for global partnerships and revenue growth. One potential implication is the need for more diverse and inclusive marketing strategies to appeal to an international audience.
Local special circumstances: In Southeast Asia, the American Football market is still in its nascent stage, with most countries having a relatively small NFL fan base. However, with the rising popularity of the sport in countries like the Philippines, Thailand, and Vietnam, there is a growing demand for licensed merchandise and live streams. Cultural factors such as the regions emphasis on team loyalty and the influence of Western media have played a significant role in this shift. Additionally, government regulations, such as import duties and strict broadcasting rights, have hindered the development of the market, making it more challenging for international players to enter and compete.
Underlying macroeconomic factors: The American Football Market in Southeast Asia is greatly influenced by macroeconomic factors such as the overall economic health of the region, government policies and regulations, and investments in infrastructure and promotional activities. Favorable economic conditions, such as a growing middle class and increasing disposable income, have led to a significant increase in the popularity and demand for American football in Southeast Asia. Additionally, the rise of digital media and technology has opened up new opportunities for the expansion and growth of the American Football Market in the region. The increasing interest and investment from local governments and organizations in developing American football programs and infrastructure have also played a significant role in driving market growth.
Data coverage:
The data encompasses B2C and B2B revenues. Figures are based on media spending, merchandise spending, and ticket spending. All monetary figures for merchandise and tickets refer to consumer spending on goods or tickets in the respective segment, which can be online and offline.Modeling approach / Market size:
Market sizes are determined through a combination of bottom-up and top-down approaches, 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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