Football from a Digital Perspective

Traditional broadcasters will show 50% more coverage of the 2014 FIFA World CupTM than in 2010. This additional content will be coming into a market where live streaming and mobile viewing are growing rapidly.

Livestreaming gets more and more popular

In 2013, 1.5% of total viewing was via mobile platforms, 32% of fans use mobile internet to follow sport and live streaming of sports is regularly used by up to 18% of fans.
YouTube is now the second largest search engine and video content is 53 times more likely to show up on the first page of search results. Videos can also drive engagement up to 300%.

Increase of mobile fan engagement

In the 2014 FIFA World CupTM host nation of Brazil there may well be a perfect storm of engagement given the country’s huge global social media population and their high propensity to share. Brazil is Facebook’s second largest market and also provides YouTube with its second most unique visits.
Mobile video will probably be the most competitive marketing battleground during the 2014 World CupTM as a result. One in four people now use social media to follow sport, up 14% in 2013. The Facebook following of English Premier League teams alone grew 68% this season with Manchester United FC up by 40%, even with a huge existing fan base.

 



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