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For those worried about problem gambling, it is worth noting that we do not believe that the size of the bet matters much. Although our survey asked about betting frequency rather than wager size, in the focus groups where we developed the survey, we heard from participants that the amount they bet on a game was more or less irrelevant to their increased propensity to watch it.
Where will all this lead? As a thought experiment, one can imagine a year-old American man in the year yes, it could be a woman too, but our survey results show that it is much more likely to be a man watching a football game on the TV set, smartphone in hand. He can bet on the match at any point, modify his wager, buy back a losing wager, bet on the outcome of individual plays or individual stats such as the number of passing yards by the quarterback—all in real time, and all tailored to him.
Ads could be served that are customized for him, informed by his betting and attention, and watching would have to be percent live. To an American, this sounds like science fiction, but in the United Kingdom, these solutions or variations of them are available today. Will this come to America? Will young men use it? Will it drive increased watching of live TV sports matches?
Duncan Stewart is the director of research for the technology, media, and telecommunications TMT industry for Deloitte Canada. He is based in Toronto. View in article. Gambling Administration of Finland, Benchmarking report by the Nordic gambling supervisory authorities , , page The survey question on sports betting asked respondents to consider both legal such as in Las Vegas and illegal betting, and both online and in-person betting, as well as more informal betting between individuals or in office pools.
Deloitte France, Gen Y: the rise of the individual, French millennial study , accessed October 18, This study included all kinds of betting, not just sports betting, and also measured only legal betting losses per capita, excluding losses in unregulated or illegal betting, which, in many markets, is as large as or even larger than the legal market. Today, business and technology innovation are inextricably linked and the demand for technology-enabled business transformation services is rapidly growing.
Deloitte technology professionals around the world help clients resolve their most critical information and technology challenges. See something interesting? Simply select text and choose how to share it:. Does TV sports have a future? Bet on it has been saved. Bet on it has been removed. Bet on it already exists in Saved items. Social login not available on Microsoft Edge browser at this time. Viewing offline content Limited functionality available. Welcome back. Still not a member? Join My Deloitte.
Bet on it by. Article 21 minute read 11 December Why should that matter to the broadcasting industry? Read on to find out. More of what we think will happen: 15 further predictions about TV, TV sports, and sports betting The scope of our research related to TV watching, TV sports watching, and sports betting makes it hard to resist formulating more opinions about what is likely to happen around these activities in the year ahead.
Within this age group, men will be more likely to watch TV more than 85 percent than women less than 80 percent. Deloitte Global predicts, based on the multi-year downward trend for US 18—year-olds, that this demographic will watch fewer minutes of traditional TV per day live and time-shifted in than in —but they will still watch an average of around minutes, or two hours, per day.
The number of people who watch traditional TV will be about the same as in Deloitte Global predicts that not only will more 18—year-old US men than women watch TV in , but they also will watch mre hours of TV than women of the same age. The median 18—year-old US male will watch about four hours more TV per week in than similarly aged US women—or approximately 16 hours for men and 12 hours for women.
Deloitte Global predicts that, although the average US man aged 18—34 will watch about 16 hours of TV per week in , roughly one in four men age 18—24 will watch more than 30 hours per week, as will about one in three men age 25— TV sports watching Deloitte Global predicts that TV sports watching by US men age 18—34 will decline in compared to —but only by about 5—7. We further predict that these proportions will be lower among younger individuals, both men and women. However, proportionately as many TV watchers age 25—34 of both genders will watch about as much TV sports, on average, as all adults.
Deloitte Global predicts that, of those who watch TV sports, the average US man age 18—24 will watch more than 11 hours of sports TV per week in , while US men age 25—34 will watch about 16 hours of TV sports weekly. Based on total TV watching rates, this suggests that TV sports will represent about two-thirds of all TV watching among men age 18—24, and more than three-quarters of all TV watching for men age 25—34 who watch TV sports. Sports betting Deloitte Global predicts that 40 percent of US adult sports TV watchers will bet on sports at least occasionally in , with men of all ages more likely than women to bet.
Further, Deloitte Global predicts that this gender disparity will be greater in the demographic of those age 25— Less than 40 percent of female US TV sports viewers that age will bet on sports in , but nearly three in four male US TV sports viewers that age will do so.
Deloitte Global predicts that more than 40 percent of US men age 18—34 who watch TV sports will bet on sports weekly or more often in In contrast, less than 15 percent of women that age will bet that often. Also, of all TV sports watchers who are 55—75 years old, less than 5 percent will bet weekly. In fact, half of all weekly sports bettors in the United States will be men age 25—34 who watch TV sports. The relationship between sports betting and TV sports watching Deloitte Global predicts that, in , more than half of all US and Canadian male sports viewers who bet on sports will be much more likely to watch games they have bet on.
This tendency will be even more pronounced among men aged 18—34 in both countries; more than two-thirds of these will be much more likely to watch a game they have bet on. Conversely, this effect will be less strong among US women, with less than half of women who both bet and watch sports being much more likely to watch games they have bet on. Deloitte Global predicts that, in , those who bet on sports most frequently will be the most likely to watch the games they have bet on , with three-quarters of individuals in the United States who bet on sports at least once per week watching the games they have bet on.
Deloitte Global predicts that US sports watchers who bet weekly or more in will watch the most sports per week on TV around 20 hours , and that they will watch sports twice as much as those who do not bet on sports. Deloitte Global predicts that betting and being a superfan or super-superfan will be closely linked.
Putting it all together, Deloitte Global predicts that 40 percent of all TV watching by US men aged 25—34 in will be of TV sports , and their watching behavior will be heavily influenced by betting activity. Learn more Listen to the related podcast Explore the related charticle , view the infographic or watch the video for this prediction View TMT Predictions , download the full report, or create a custom PDF In a hurry?
Acknowledgments Cover art by: Mike Ellis. View in article Gambling Administration of Finland, Benchmarking report by the Nordic gambling supervisory authorities , , page View in article The survey question on sports betting asked respondents to consider both legal such as in Las Vegas and illegal betting, and both online and in-person betting, as well as more informal betting between individuals or in office pools. View in article Deloitte France, Gen Y: the rise of the individual, French millennial study , accessed October 18, View in article Show more Show lessShow less.
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Copy your highlighted text. My Deloitte. Undo My Deloitte. Keep me logged in. Forgot password. That is what could make sports on TV a lot more exciting. With this new openness comes new responsibility; and legal sports gaming on TV has already resulted in the industry adopting a code of content.
The AGA, which represents the U. We want to see that this is self-regulated and our hope is that others will take up this mantle. In addition to the potential increase of gambling-related ads, there could be complementary feeds that cater to the gambler.
Even ATSC 3. I do envision a day when this is possible even on a national level, but it could be two years or five years down the line. The future of the genre is heavily dependent on local laws, and as noted, the NFL is unique as every game is delivered on a national level. This is certainly something that 5G could handle. Even in markets hello Utah where sports betting is unlikely to be legalized, the industry could just do another dance around it.
Even with nearly half the country not on board, the easy money is on a future with some sort of gambling component in sports broadcasting. We still have a long way to go to the end. TV Tech. Categories Sports. Topics NBCUniversal. The latest product and technology information. Future US's leading brands bring the most important, up-to-date information right to your inbox.
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