An Exploration of the Over-The-Top Sports Streaming Consumer

Historically, many sports entities have generated revenue through media rights, which has now become a billion-dollar business with its convergence with technology. As technology advances, cord-cutters have criticized cable television providers based on the high costs of content and the lack of consumer choices. Over-the-top (OTT) platforms have since converted conventional television viewers to OTT platforms serving as a viable force that has altered the existing market. This disruption has created new opportunities for sports properties to exclude traditional media powerhouses and provide their own live and on-demand services to consumers, an opportunity that organizations across all levels of sport are exploring as a means of expanding their revenues and strengthening their reach. As online sports consumption is relevant to OTT, current research does not address the reasons why fans consume sports via digital platforms and their gratification with the product. Despite trends reflecting changes in consumption patterns and the expansion of the profits accumulated from digital sport media rights, there has been limited research exploring the OTT consumer, which would be practical in developing effective marketing strategies. The overarching purpose of this study was to determine the composition of an OTT sports consumer and examine what effect their motives have on their gratification and constant utilization of the platform. An online survey was administered to OTT users (N = 151). Descriptive statistics, cluster analyses, t-test, and MANOVAs revealed characteristics about the users

Sports Content Viewership Motivations Across Digital Devices

U.S. advertisers spent over $2 billion on sporting events in 2014 directing advertisements towards consumers through digital devices used such as televisions, computers, smartphones, and tablets. The purpose of this cross-sectional study was to identify motivation factors that predict the intention to view sports content on digital devices. Knowing such factors is important for advertisers to prioritize distribution channels. Uses and gratification theory formed the theoretical framework for the study. The methodology adapted a survey that encapsulated 9 motives. The research questions examined what motives influenced sports viewership, what motives predicted the intention to view specific sports content, and the differences in viewing intention across sports content types. Data were collected through a survey administered to a qualified random sample of U.S. respondents with 525 responses received. Data were analyzed using exploratory factor analysis to group the questions into motivation factors, multiple linear regression to determine the significance of these factors in predicting viewership intent, and nonparametric Friedman testing to determine what demographics influenced viewership. Findings included: (a) 8 factors explained 76% of the variance; (b) 8 motives were significant in predicting viewership intention, with Escape (β = .714) ranking the highest; and (c) younger viewers had a greater intent to consume content on digital devices other than television, with smartphones (M = .73) ranking the highest. Social change benefits include: (a) sports content providers and advertisers could target the right content and advertisement to maximize viewership retention and revenue, and (b) users could view their desired sports content on their chosen device

The influence of motives of sports fans on affinity for television, Internet, radio, and newspapers

This study investigated the relationship between motives of sports fans, and affinity for television, Internet, radio, and newspapers. Specifically economic, aesthetic, eustress, self-esteem, group affiliation, entertainment, and family motives all were expected to influence affinity for television, Internet, radio and newspapers

The motivation drivers of the fan’s engagement on Facebook

학위논문(석사) -- 서울대학교대학원 : 사범대학 체육교육과,글로벌스포츠매니지먼트전공, 2022. 8. KIM, Kihan.Sports fans establish special and engaging relationships, both offline and online, with their favourite sports in general federation in particular. However, in relation to social media, research on the engagement of sports, fans are still limited. The aim of this study was to understand how the FIVB motivating their fans to engage on Facebook, also was to identify the FIVB Facebook content that drive the fans to interact on its official Facebook page “Volleyball World”. In addition to understand the potential relation between the Fan behavioural and the motivational drivers. Seven motives (Information, Entertainment, Personal identity, Integration and social interaction, Empowerment, Remuneration, and Brand-Love) and the social media fan engagement behavioural have been considered following the Uses and Gratifications approach. There were three elements of online engagement behaviours investigated (Consumption, Contribution, and Creation). Between October and November 2020, a web-based survey was done via Google Form online survey among volleyball fans of the International Volleyball Federation official page on Facebook, generating 310 responses. Consumption, contribution, and creation were primarily driven by Information, Empowerment and Brand love. This study adds to the emerging research in sports marketing literature on the use of social media, thereby revealing new ways for managers to reach their fan base online.스포츠 팬들은 그들이 좋아하는 스포츠와 관련하여, 특히 일반 연맹과 오프라인 및 온라인 모두에서 특별하고 매력적인 관계를 맺는다. 그러나, 소셜 미디어와 관련하여, 스포츠 참여에 대한 연구 및 팬에 대한 연구는 여전히 제한적이다. 이 연구의 목적은 팬 행동과 동기 부여 요인 간의 잠재적 관계를 이해하는 것 이외에도, FIVB가 어떻게 그들의 팬들이 페이스북에 참여하도록 동기를 부여하는지 이해하는 것이었고, 또한 공식 페이스북 페이지인 “Volleyball World”에서 팬들이 상호작용하도록 하는 FIVB 페이스 북 콘텐츠를 확인하는 것이었다. 7가지 동기(정보, 엔터테인먼트, 개인 정체성, 통합 및 사회적 상호 작용, 권한 부여, 보수, 브랜드-사랑)와 소셜 미디어 팬 참여 행동은 이용과 만족 접근법에 따라 고려되었다. 조사된 온라인 참여 행동에는 세 가지 요소(소비, 기여 및 창조)가 있었다. 2020년 10월부터 11월까지 국제배구연맹 공식 페이스북 페이지의 배구팬을 대상으로 구글 폼을 활용한 온라인 설문조사를 실시하였고, 310개의 응답을 얻었다. 소비, 기여 및 창조는 주로 정보, 권한 부여 및 브랜드 사랑에 의해 형성되었다. 이 연구는 소셜 미디어 사용에 대한 스포츠 마케팅 문헌의 최신 연구에 추가되어, 매니저들이 온라인으로 그들의 팬 층에 다가갈 수 있는 새로운 방법을 보여줄 것이다.Acknoweldgement iii Abstract v Table of Contents vii List of Tables ix List of Figures x Chapter 1. Introduction 1 1.1. Current Context 1 1.2. Research Significance 4 1.3. Research Hypothesis 5 Chapter 2. Review of Literature 7 2.1. Sport Governing Bodies' Use of Social Media 7 2.2. Antecedents of Engagement with Social Media 12 2.2.1. Uses and Gratifications of Sport Organizations' Social Media 12 2.2.2 COBRA typology and FIVB social media 24 2.2.3. Engagement with Social Media 27 2.2.4. Study Context: FIVB 34 2.2.5. Applying U&G on FIVB 40 Chapter 3. Methods 42 3.1. Sampling 44 3.2. Survey methods 45 3.3. Data type 45 3.4. Instruments (DV and IV) 46 3.5. Data analysis 46 3.6. Respondents' characteristics 47 3.7. Ethical considerations 47 Chapter 4. Results 49 4.1. Sample Description 50 4.2. Descriptive Statistics 51 4.3. Reliability Analysis 52 4.4. Hypotheses Testing 55 Chapter 5. Discussion 58 5.1. Discussion 58 5.2. Hypotheses Results 62 5.3. Conclusion 63 5.4. Limitation 67 5.5. Future Implications 68 Bibliograpgy 69 Appendix A 74 Appendix B 76 Appendix C 83 국 문 초 록 84석

Augmented Reality in Sport Broadcasting

For a large portion of its history, sport broadcasting has been stagnant when it comes to incorporating new and innovative technologies. However, due to declining viewership and consumer desire for customizable content, augmented reality graphics have begun to be incorporated into multiple sport broadcast products. In fact, the UEFA Champions League, NBA, NFL, and NHL have all used or indicated their intention to utilize AR graphics in future broadcasts. Considering that media rights revenue is the main source of revenue to sport properties and organizations, it is important to carefully consider how the core product (the broadcast) is presented. The study examined consumer attitudes and intentions towards AR in sport broadcasts by utilizing three types of broadcasts of an NBA game. One of the broadcasts was a traditional broadcast format with no AR enhancement and the other two were enhanced with AR graphics, a coach-mode broadcast that featured AR player tracking and play diagramming while the other enhanced broadcast, mascot-mode, featured AR graphics similar to a video game with over-the-top animations. Results of the current study provide insight into consumer preferences towards AR in sport broadcasting and guidance to sport properties planning to utilize broadcast AR graphics. Specifically, that sport consumers were significantly more likely to re-view (p \u3c .05) and recommend via word of mouth (p \u3c .05) the coach-mode AR than the mascot-mode AR. Sport involvement was a significant factor for how sport fans perceive the AR broadcast types through incorporating the perspective of the elaboration likelihood model

Children And Internet Use: Perceptions Of Advertising, Privacy, And Functional Displacement

Fourth-graders demonstrated the ability to identify the persuasive intent of commercial Web sites, and to distinguish between commercial, nonprofit, and government sites based on information-giving, entertainment, or persuasion functions.&nbsp

Crowd Culture & Community Interaction on Twitch.tv

Internet Protocol Television (IPTV) and e-sports have exploded in popularity in recent years. At the forefront of this growth is the live streaming website Twitch.tv, now one of the most popular websites in the world. Though live streaming has existed before Twitch, the website has proven to be the dominant name amongst its competitors. From this popularity has arisen a distinctive Twitch culture, complete with its own language, customs, norms, and values. This study aims to decipher and understand Twitch’s behavior through Uses & Gratifications theory as well as previous research on Collective Behavior. Specifically, the thesis addresses the following research questions: How is the interaction of chat on Twitch.tv structured? What are motivators for communication on Twitch.tv? How is the Twitch community unique to other web-based communities? All streams were selected from channels for the popular game Dota 2. Dota 2 was selected due to its popularity, well-established culture, and author familiarity. The streams of both competitive tournaments and private streamers were examined, with over 12 hours of chat logs being examined. Comments were divided into categories and the use of language on the medium was dissected. Though hypothesized to mirror other online communities, Twitch users’ behavior was found to be far closer to that of a crowd; something unique to the subcultures preceding it. The implications of this are explored, investigating the altered norms and social atmosphere which contribute to Twitch’s seemingly erratic behavior. The Contagion, Convergence, Emergent Norm, and Value-Added models are consulted in order to catalogue and understand the collective behavior that occurs in the chat. Twitch is a new type of gathering place on the Internet; one which does not follow the rules of traditional Internet communities, and offers a completely different experience to users in contrast to traditional media.fi=Opinnäytetyö kokotekstinä PDF-muodossa.|en=Thesis fulltext in PDF format.|sv=Lärdomsprov tillgängligt som fulltext i PDF-format

Analysis of the Correlation Between Media Consumption Behavior and Cultural Adaptation of International Students in the United States

International students are a continuously growing population in the United States (Institute of International Education, 2013). Upon arriving in a new country, cultural differences often influence students\u27 preferred media. This paper explores the association between cultural adaptation and media selection among international students in the United States. Uses and gratifications theory is used as a theoretical foundation. A survey was administered to collect data about motives for consuming news, entertainment and sports media content, and level of cultural adaptation among students from different cultural backgrounds. The results suggest the correlation is more relevant for sports, showing that when international students feel more proud towards their own culture they are likely to consume sports to find their culture\u27s values reflected, as well to keep current with news and events of the world, and also to learn from the American culture