“There is no doubt in the massive shift toward multiscreen viewership among consumers, and it is only amplified during a globally-watched sporting event such as the World Cup,” says Paul Neto, Director of Research at YuMe.
The audience survey polled approximately 900 individuals from a nationally representative panel using uSamp; results gleaned insights into viewers’ planned and past behaviour during the event.
Some of the key results, in addition to the growth of multiscreen viewing and numerous social sharing habits, included:
– Live streaming will be popular across all devices: computer 33 per cent, tablet 22 per cent, smartphone 11 per cent, smart TV 13 per cent
– 74 per cent will be watching World Cup matches from either a bar, friend’s home or at work
– 63 per cent intend to watch highlights on the computer, 23 per cent on smartphone, and 25 per cent on tablet
– 46 per cent agree that watching on multiple devices is important to them
– 59 per cent agree that by being able to watch on multiple devices, they are able to watch more matches
– Over 54 per cent intend to watch online video of completed matches
– Approximately 50 per cent of viewers intend to watch online video of previous World Cup matches