Sports fans really are the foundation of the pay television subscriber base.
Only 7% of the people who watch sports daily, weekly, or monthly are cord-cutters while 18% of those who are not fans of spectator sports have done so.
61% of those who do not watch sports subscribe to some form of pay TV, be it cable or satellite television but 79% of sports viewers subscribe to fee-based television.
These survey numbers were collected by Altman Vilandrie & Company in September of last year, well before the COVID-19 pandemic struck.
During this episode of the Behind The Numbers podcast, eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom, Business Insider Intelligence research associate Daniel Carnahan and senior analyst Audrey Schomer discuss:
- Whether the coronavirus might accelerate cord-cutting,
- Whether sports TV rights will shift to digital platforms quicker,
- How a delayed NFL season could impact ad spending,
- How many Americans watch sports, and
- What a second COVID-19 wave might do to the leagues and its lasting effects on sports consumption.