Market Overview

CSG Survey Shows Sports Fans Have High Expectations for the Viewing Experience


Nearly 63 Percent of Consumers Want Less Interruption and a Full
Experience, Without Paying More

CSG (NASDAQ:CSGS), the trusted partner to simplify the complexity of business
transformation in the digital age
, announces results of its global
market survey, The
Digital Future Report: Sports Streaming Edition
. This survey, which
polled more than 2,000 consumers between the ages of 18 and 64,
evaluated when and how consumers watch live sports as well as what
value-added services they would pay more to receive.

This press release features multimedia. View the full release here:

CSG market survey reveals three key takeaways shaping sports viewing for today's consumers. (Graphic ...

CSG market survey reveals three key takeaways shaping sports viewing for today's consumers. (Graphic: Business Wire)

As streaming live events, particularly sports events, on mobile devices
continues to become increasingly commonplace in the digital world,
consumers are seeking ways to enhance the experience through companion
applications, exclusive interviews, customizable screens and other
premium content that enables viewers to create a unique and personalized
experience. According to survey results, consumers want it all, but
won't pay more for it.

"It is a truly transformative time for live sports viewing. Shifting
consumer expectations and mobile's ability to add to the experience with
apps, social media access and even augmented and virtual reality can
bring the game to a new, more interactive level," said Kent Steffen,
president of digital services and OTT, CSG. "The key takeaway from this
survey is that even though many live sports providers are continually
building their fan experience, consumers already expect the full,
personalized package at a cost that they are used to. Providers that can
deliver and quickly experiment with new packages and services will

Key insights uncovered in the survey include:

  • At home, cable subscriptions are the bedrock of live sports

    The majority (71 percent) of global consumers
    watch live sports through cable subscriptions, with digital channels
    like streaming or mobile trailing at 18 percent and 11 percent
    respectively. They prefer to enjoy the game at home (69 percent)
    compared to bars/restaurants (14 percent) or stadiums (8 percent).
  • Consumers already expect premium service at an everyday price.
    asked what types of services they would be willing to pay more for,
    among less intrusive ads, multi-game or split screen access; access to
    personalized content; access to extras such as stats or
    virtual-reality enabled camera angles, 64 percent of respondents say
    that they would not pay extra for any of these features. Of those that
    would pay extra, less intrusive advertising was the most popular
    choice at 18.5 percent.
  • Consumers are increasingly advertisement averse.
    If given
    the option to tailor their own personalized viewing package, consumers
    indicated a nearly equal preference for less intrusive advertisements
    (32 percent), and a package tailored to only the teams they care about
    (28 percent).
  • Consumers tap social platforms and websites to complement the live
    42 percent use social media and websites to keep tabs
    on other concurrent games and 37 percent use these resources to find
    relevant stats.
  • Live sports providers are excited about the potential for VR/AR –
    consumers, less so.

    69 percent of consumers say they are not
    interested at all in VR/AR to enhance the viewing at home experience.
    Only 11 percent are very interested. However, in the U.S., nearly half
    of U.S. Gen Z and millennials (44 percent) are interested in VR/AR as
    a way to get the "in-stadium" experience at home.
  • Consumers want a convenient way to upgrade their sports packages.
    of consumers (51 percent) prefer easy payment by rolling charges onto
    a recurring monthly bill.

About the Digital Future Report: Sports Streaming Edition

The Digital Future Report: Sports Streaming Edition survey
sampled 2,000 consumers across the U.S. and the U.K. Visit our website
for more
results and to download the full report
, and join the discussion
with CSG on LinkedIn or Twitter using
the hashtag #DigitalSportsFutureReport.

About CSG

CSG simplifies the complexity of business transformation in the digital
age for the most respected communications, media and entertainment
service providers worldwide. With over 35 years of experience, CSG
delivers revenue
, customer
and digital
solutions for every stage of the customer lifecycle.
The company is the trusted partner driving digital transformation for
leading global brands, including Arrow Electronics, AT&T, Bharti Airtel,
Charter Communications, Comcast, DISH, Eastlink, iflix, MTN, TalkTalk,
Telefonica, Telstra and Verizon.

At CSG, we have one vision: flexible, seamless, limitless
communications, information and content services for everyone. For more
information, visit our website at
and follow us on LinkedIn,
and Facebook.

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