How FIFA WC-23 changing viewing habits in UK
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1 year ago 06:00:36am Television

How FIFA WC-23 changing viewing habits in UK

New Delhi, 28-November-2022, By IBW Team

How FIFA WC-23 changing viewing habits in UK

A new research from Ofcom, the British telecom and media regulator, shines a light on the different ways people plan to follow the FIFA Men’s World Cup action.

Things have come a long way since the first football World Cup in 1930, and since the first televised World Cup in 1954. While the previous tournament brought in an estimated total audience of more than 3.5 billion people, for this year’s tournament fans have the opportunity to follow live coverage and highlights via a range of media — from radio and TV (at home or in the pub) to following on social media and streaming on their smartphones.

To find out how fans are planning to view this year’s World Cup, Ofcom, according to a statement put out by it, asked more than 2,000 people in the United Kingdom about how – or indeed whether – they intended to watch.

Nearly half (44 percent) of these told us that they’d be watching some, or all, of the matches. However, a slightly higher proportion (46 percent) said they wouldn’t be following the tournament at all. Eight per cent said they didn’t know if they would be watching or listening.

TV’s still our go-to platform: Of those who do plan to watch or listen to the World Cup, more than three-quarters (78 percent) said they plan to follow the whole games. And more than two-thirds (69 percent) said they’d be doing so on TV.

In fact, TV is still the first device of choice for all groups, with almost half overall saying they will only watch the tournament on TV and no other device.

However, there was a difference in age groups when it comes to sitting in front of the telly – only half (51 percent) of young people aged 18 to 24 said they’d watch whole games live on TV, compared to three quarters (76 percent) of the older group of respondents aged 55 or older.

So what about other methods of keeping up to speed?

Twice as many younger respondents (18 to 24) as older respondents (55+) said they’ll keep up via updates on social media — 28 percent versus 14 percent. And almost three times as many younger people said they would be watching whole matches in public spaces such as pubs and big screens — 38 percent, compared to just 13 percent of those aged 55+ who told us they planned to do this.

When it comes to listening on the radio, more people aged 25 to 34 than those aged 55+ said they’d be tuning in — 17 percent versus 11 percent, respectively.

Which devices will you be using? : When it comes to which specific media and devices people plan to use, there is more of a clear age divide.

For example, less than half (49 percent) of 18- to 24-year-olds said they’d watch the tournament on TV, compared to 89 percent of over-55s.

And conversely, more than twice as many of this younger age group said they’d be using a laptop or tablet — 29 percent compared to 14 percent of over-55s.

There was also a difference in age groups for those who plan to keep up using their smartphone to watch games, with more than three times as many younger people than older people saying they’d be doing this — 34 percent versus 10 percent.

Fans head online to keep up with the scores and more: And, when asked about online and social media sources for keeping up with the tournament, again there was a clear age divide.

For example, three times as many younger people than older people said they’d be using ‘watch along’ channels on YouTube and other platforms – 12 percent versus 3 percent. And twice as many younger people said they’d be using dedicated apps to keep up with the action — 26 percent compared to 13percent of those aged 55+.

There was also an age divide in plans to use social media during the tournament, with more than twice as many younger people than older people saying they will be using social channels at the same time they’re watching the live action on TV — 42 percent compared to 16 percent.

While the viewing – and listening – landscape has shifted significantly over the years, our findings show that many fans are making the most of the varied ways in which they can keep up with the world’s biggest sports competition.

(Photo courtesy www.fifa.com)


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