Market Study: 57% of Nigeria Fans Prefer Free-Ad-Supported Platforms to Stream Sports Online

GreenHunters report finds 72% of Nigeria consumers are missing out on sports content due to high subscription rate.

• 57% of respondents interested in streaming sport on free-ad-supported service

• Consumers missed sport more than other content during lockdown

• 80% of Nigeria fans believe they are priced out of sports content

More consumers in Nigeria would prefer to stream sport on free-ad-supported platforms over pay-per-view (PPV) and monthly subscription streaming options, according to a study carried out by GreenHunters Sports International.

RMS report shows that 32 per cent of adults have turned to subscription video on demand (SVOD) services such as Netflix and Amazon Prime Video in search of alternative entertainment during coronavirus-enforced lockdown.

However, 25 per cent of the survey’s respondents also said that they have decided to cancel their subscription to those platforms because the price is too high, while 28 per cent said that they would be willing to cancel an existing subscription to pay for a new one.

Furthermore, 66 per cent of respondents in the survey, which was conducted among more than 5,500 adults across Nigeria, felt that they had been missing out on sport in particular during lockdown.

Study: 89% of sports fans watch pirate streams despite 52% owning subscriptions, mostly on cable TV.

But, with some sports like football, returning to action behind closed doors (and fans not allowed to gather in viewing centers due to social distancing enforcement, 57 per cent of respondents said that they would opt to stream sport on a free-ad-supported video, on demand (AVOD) service over other media if it meant they did not have to pay a subscription fee.

Here in Nigeria, where 80 per cent of respondents said they are missing out on sports content due to the cost of home entertainment, the survey indicated that 26 per cent of consumers are aware of free streaming offerings online. Meanwhile, 14 per cent believe their use of streaming remain at the level established during lockdown and 12 per cent say they are likely to sign up to free streaming offerings when the service is described to them.

In total, 87 per cent of respondents said that they have been watching one or more hours of video on demand (VOD) content during the pandemic. However, this increased appetite has led to a surge in consumers streaming content illegally. 

In response, just over a quarter (57 per cent) of those surveyed said that illegal streaming would continue if video was more readily available on platforms like free-ad-supported services. In Nigeria, the survey found that 43 per cent of consumers believe it is unlikely or very unlikely illegal streaming would continue if content was more readily available.

The report concluded that it is important to offer ‘a variety of solutions’ that will ‘stop consumers being priced out’ of watching content and therefore sourcing it illegally.  

“Offering alternative VOD models is key to meeting these consumer demands and responding to changing viewing habits,” said Eric Enyinna, managing director for RMS international division. “Consumers want access to more entertainment and research suggests they are happy to watch ads in return for free contents”

The survey also suggests that this is an opportune moment for brands to spend on digital advertising while consumers appear to be more interested in ad-supported content.

“During this lockdown period it is crucial for brands to continue advertising and stay connected to their customers in ways that resonate,” Enyinna added. “41 per cent of consumers in Nigeria want brands to communicate with them in a realistic fashion during this time of uncertainty, and 39 per cent believe brands that emotionally understand people will succeed post pandemic. AVOD can associate brands with enjoyable content that is helping people escape today’s challenges and fears.”

He continued: “Not only can brands benefit from advertising on platforms that are entertaining people, they can be part of a new VOD model that responds to audiences’ desire for content that is accessible.”