3. Sports
The opportunity: Live sports are driving linear TV viewership in the US. Nearly half of people in the US watch live sports, according to our forecast. And other areas, like sports betting and sports streaming, are taking off. Sports rights spending by subscription OTT TV services worldwide will total $8.5 billion this year, according to Ampere Analysis, showing that companies are vying for these engaged viewers.
The hesitation: TV ads are great for top-of-funnel exposure, but viewers may not be as inclined to shop while following a game. Plus, major league sports ads can be really pricey, while more niche sports like Formula E have smaller audiences.
Women’s sports are a particularly underutilized market. “Women’s soccer, in particular, I believed was tremendously under-resourced, under-marketed, undervalued, underappreciated, under-supported, the list goes on,” Reddit co-founder Alexis Ohanian told Forbes. Ohanian is married to tennis star Serena Williams.
The example: Snap got in on the Women’s World Cup hype this year with AR features that partnered with adidas, e.l.f. Cosmetics, and Samsung Galaxy.
Meanwhile, NBCUniversal and Walmart Connect partnered to bring sports viewers closer to the point of sale with targeted ads.