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Magid: Live Sports’ Return Will Reverse Spikes In COVID-Driven Media Behaviors
The live sports blackout has
affected media and device use behaviors even more than the general sheltering at home required by the COVID-19 pandemic — at least among sports viewers. As a result, spikes in streaming
and other behaviors among much of the population are expected to reverse when live sports return. So reports Magid, based on a survey of sports viewers ages 18 to 64, matched to census for
age, gender and race, fielded between May 15 and May 17. “The increase in SVOD viewing, as well as gaming and social media usage among sports viewers, can be attributed to the lack of
live sports, not COVID-19” quarantine per se, according to the report. Therefore, the return of live sports will likely eat into those behaviors, as indicated by the survey results:advertisementadvertisementThe researchers report a “sense of
urgency” for the return of live sports (see attitude chart at top of article). And fully 89% of sports viewers say they will watch live sports on TV even if games restart with no fans in
stadiums.
