How Youtube inspires sports fans
BIG EVENTS Mega sporting events such as the Olympic Games are also major media events. In addition to the official coverage on TV and in newspapers, sports fans spend a lot of time on YouTube to make sure they don't miss anything.To find out how German sports fans pursue their passion for sports topics and events online, the Google together with Ipsos Connect conducted a representative study with 5,001 users between the ages of 16 and 54.65% of people interested in sport also watch YouTube videos about the Olympics in the days before and after the competitions. For more than one in two (55%), YouTube is even one of the first sources they turn to after major live sporting events or important sports news. Respondents were defined as sports fans if they use YouTube sports content at least once a month.
In line with the enthusiasm of the masses, advertisers should also adjust their budgets for major sporting events such as the Olympics. This is because sports fans on YouTube are a particularly committed, enthusiastic and sporty target group that is always open to new content and inspiration about their sports hobbies - both on the move and at home. The study even attests that those interested in sports on YouTube have an above-average propensity to buy compared to the average online user. They are particularly open to consumption in the food, automotive and fashion product groups. Ipsos Connect found that they are up to 1.2 times more likely to make a purchase. Online videos played a role in the purchase decision for around a quarter of buyers in each product category. One in ten of them even said that a video had provided the decisive impulse to buy. Companies that want to reach sports enthusiasts on YouTube must, however, address this demanding target group with particularly good advertising. This is because they want to be entertained even more than the average YouTube user (70 percent approval instead of 68 percent). However, useful advertising (62% instead of 56%) or testimonials are also popular (54% instead of 44%). Incidentally, a lot of video content is not only consumed during the 16 days of the Olympic Games: 92% of YouTube sports viewers also watch sports content on YouTube outside of the major sporting events. 71% are of the opinion that the platform offers sports and fitness content that they cannot see elsewhere.
