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Study: 26% of European fans prefer ad-supported platforms to stream sport

Getty Images26% of respondents interested in streaming sport on ad-supported serviceConsumers missed sport more than other content during lockdown42% of UK fans believe they are priced out of sports contentMore consumers in Europe would prefer to stream sport on ad-supported platforms over pay-per-view (PPV) and monthly subscription streaming options, according to a study carried out by Rakuten Advertising. The AVOD: The Time is Now report shows that 62 per cent of adults have turned to subscription video on demand (SVOD) services such as Netflix and Amazon Prime Video in search of alternative entertainment during sport’s coronavirus-enforced shutdown. However, 26 per cent of the survey’s respondents also said that they have decided to cancel their subscription to those platforms because the price is too high, while 35 per cent said that they would be willing to cancel an existing subscription to pay for a new one. Furthermore, 32 per cent of respondents in the survey, which was conducted among more than 4,500 adults across Europe, felt that they had been missing out on sport in particular during lockdown. Study: 51% of sports fans watch pirate streams despite 89% owning subscriptionsBut, with some sports returning to action behind closed doors in recent weeks, 26 per cent of respondents said that they would opt to stream sport on an ad-supported video on demand (AVOD) service over other media if it meant they did not have to pay a subscription fee. In the UK, where 42 per cent of respondents said they are missing out on sports content due to the cost of home entertainment, the survey indicated that 37 per cent of consumers are aware of AVOD offerings.

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