A quarter of UK sports fans would be prepared to pay to watch the 2022 FIFA World Cup, finds survey
November 2022 - Sport, Leisure and Tourism
A quarter of UK sports fans would be prepared to pay to watch the 2022 FIFA World Cup: A survey of sports fans in the UK has found that while three-quarters are planning to watch the football World Cup this winter (73%), a quarter (24%) would be prepared to pay for it.
Altman Solon’s 2022 FIFA World Cup Survey polled more than 17,000 respondents across 17 countries around the globe to prodcue a report which the telecommunications, media, and technology consultancy firm says highlights 'several growth opportunities' associated with the World Cup, available across a range of international markets.
Looking at which countries were revealed to have the greatest interest in viewing the 2020 FIFA World Cup, Spain came out on top, with 77% of respondents polled said they were expecting to watch games, the UK was second (73%), followed by France (70%), Germany (66%) and Italy (64%).
Whilst almost a quarter of fans in the UK said they would be willing pay to watch the action, 11% of said they would be 'very likely' to do so, while 13% said they would be 'likely' -- this is despite coverage being shown on terrestrial television such as BBC and ITV.
Willingness to pay, however was greater in the U.S. (26%), as well as in emerging markets such as UAE (70%) and Brazil (58%), the survey found.
Altman Solon states in its report that the high willingness to pay to watch the 2022 FIFA World Cup is “testament to the growing investment of broadcasters and streamers in sports rights to broadcast on their respective platforms.”
Commenting on the research, David Dellea, Director at Altman Solon, said: “The 2022 FIFA World Cup will be a magnet for sports fans worldwide. As consumers increasingly move to digital channels to consume sports, we can expect an unprecedented level of engagement, going far beyond the live product only. We will live our passion for football as an increasingly multi-dimensional, multi-channel, highly immersive, and gamified experience.”
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