The Soccer Media Market in the ASEAN region has seen minimal growth, influenced by factors such as slowly increasing adoption of digital platforms, limited health consciousness among fans, and traditional preferences for in-person and televised coverage.
Customer preferences: The rise of social media and digital streaming platforms has brought about a shift in consumer preferences for soccer media consumption. With a younger and more tech-savvy audience, there is a growing demand for interactive and personalized content, as well as live coverage and behind-the-scenes access. This has also led to a rise in influencer marketing and fan engagement initiatives by clubs and leagues. Additionally, there is a growing trend towards multi-platform viewing, with soccer fans consuming content through various channels such as TV, mobile, and social media. This change is driven by the increasing popularity of mobile devices and the desire for instant and on-the-go access to soccer content.
Trends in the market: In ASEAN, the Soccer Media Market is seeing a significant increase in online streaming and digital content consumption, as internet penetration and smartphone adoption continue to rise in the region. This trend is expected to continue with the growing popularity of live sports streaming services and social media platforms for sports content. This has major implications for industry stakeholders, as there is a shift towards digital and mobile media consumption. Content creators and broadcasters will need to adapt to this trend and develop new strategies to engage audiences on these platforms, while advertisers will need to invest in targeted digital advertising to reach the growing online audience. The trajectory of this trend is expected to continue as digital infrastructure and technology continue to improve in the region.
Local special circumstances: In ASEAN, the Soccer Media Market is heavily influenced by the regions growing internet penetration rate and increasing popularity of social media. Thailand, for example, has a highly competitive market due to its love for the sport and growing e-commerce platform for purchasing sports merchandise. In Indonesia, there is a strong presence of local fan clubs and fan pages on social media, fostering a unique online community for soccer enthusiasts. The regions diverse cultural backgrounds also shape the way soccer is consumed, leading to innovative content partnerships and localized marketing strategies.
Underlying macroeconomic factors: The Soccer Media Market within the Sports Market is heavily influenced by macroeconomic factors such as digitalization, regulatory policies, and investments in sports infrastructure. Countries with favorable regulatory support and investments in digital technology have experienced faster market growth compared to regions with regulatory challenges and limited funding. The rising popularity of soccer and increasing viewership globally have also impacted the demand for media coverage, creating opportunities for market growth. Furthermore, the growing middle class and disposable income in the ASEAN region have contributed to the growth of the Soccer Market, leading to increased investments in media coverage and advertising.
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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