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. For simplicity, we have categorized these 15 further predictions into those about TV watching in general, TV sports watching, sports betting, and the relationship between sports betting and TV sports watching.
TV watching in general
- Deloitte Global predicts that more than 80 percent of US 18–34-year-olds will watch at least some TV in 2019 (that is, TV will have a “reach” of 80 percent among this demographic). 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 18–34-year-olds, that this demographic will watch fewer minutes of traditional TV per day (live and time-shifted) in 2019 than in 2018—but they will still watch an average of around 120 minutes, or two hours, per day. The number of people who watch traditional TV will be about the same as in 2018 … they will just watch about 10 minutes less of it per day, on average.
- Deloitte Global predicts that not only will more 18–34-year-old US men than women watch TV in 2019, but they also will watch mre hours of TV than women of the same age. The median 18–34-year-old US male will watch about four hours more TV per week in 2019 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 2019, roughly one in four men age 18–24 will watch more than 30 hours per week, as will about one in three men age 25–34.
TV sports watching
- Deloitte Global predicts that TV sports watching by US men age 18–34 will decline in 2019 compared to 2018—but only by about 5–7.5 percent.
- Deloitte Global predicts that more than 60 percent of adult US men who watch TV will regularly watch sports on TV in 2019; around 40 percent of the US women who watch TV will do the same. We further predict that these proportions will be lower among younger individuals, both men and women. “Only” half of US men age 18–24 who watch TV will regularly watch sports—and only a quarter of women that age who watch TV will regularly watch sports. 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 2019, 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.
- Deloitte Global predicts that about 30 percent of US TV sports viewers aged 25–34 will be “superfans” in 2019, watching more than 21 hours of sports per week, and nearly 20 percent will be “super-superfans,” watching more than 35 hours of TV sports per week (five hours daily).
- Deloitte Global predicts that 40 percent of US adult sports TV watchers will bet on sports at least occasionally in 2019, 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 25–34: Less than 40 percent of female US TV sports viewers that age will bet on sports in 2019, 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 2019. 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 2019, 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 2019, 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 2019 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. More than a third of those who bet on sports at least weekly in the United States will be superfans, compared to only 10 percent of those who never bet; about a quarter of those who bet weekly will be super-superfans, watching TV sports more than five hours per day, compared to only 2 percent of those who don’t bet.
- Putting it all together, Deloitte Global predicts that 40 percent of all TV watching by US men aged 25–34 in 2019 will be of TV sports, and their watching behavior will be heavily influenced by betting activity.
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