Market Insights Advertising & Media Sports American Football

American Football Media - Italy

Italy

Revenue in the American Football Media market is projected to reach €4.63m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 0.51%, resulting in a projected market volume of €4.75m by 2029.
In global comparison, most revenue will be generated in the United States (€14,200.00m in 2024).
The average revenue per user (ARPU) in the American Football Media market is projected to amount to €3.99 in 2024.
In the American Football Media market, the number of users is expected to amount to 1.3m users by 2029.
User penetration in the American Football Media market will be at 2.0% in 2024.

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Analyst Opinion

The American Football media market is slowly growing in Italy due to factors like limited interest in the sport and consumer preferences for traditional forms of media. Despite this, the convenience of online coverage and increasing awareness may lead to future growth.

Customer preferences: Consumers in the American Football Media Market are increasingly looking for personalized and interactive content to enhance their viewing experience. The rise of mobile and streaming options has also driven demand for on-the-go access to games and real-time updates. In addition, the growing popularity of fantasy sports and sports betting has led to a greater appetite for in-depth analysis and expert insights. These trends highlight the need for innovative and versatile media offerings to cater to the diverse interests and preferences of American football fans.

Trends in the market: In Italy, there is a growing trend of incorporating American football into traditional sports media, with the launch of dedicated American football networks and streaming services. In the US, there is an increasing demand for interactive content and behind-the-scenes access to players and teams, leading to the rise of social media and OTT platforms for American football coverage. These trends are significant as they cater to younger, tech-savvy audiences and offer new opportunities for revenue through advertising and sponsorships. However, the saturation of media options may lead to fragmentation and challenges for smaller market players. This evolution in the American football media market also has potential implications for traditional broadcasters, who may need to adapt to changing consumer behaviors to retain viewership and advertising revenues.

Local special circumstances: In Italy, the American Football Media Market is heavily influenced by the popularity of traditional football (soccer) and the strong presence of traditional media outlets. However, the market is gradually expanding with the rise of social media and streaming platforms. This can be attributed to the growing younger demographic who are more inclined towards American football and consume content digitally. In contrast, the American Football Media Market in the United States is well-established and dominated by major broadcasting networks and established online platforms. The key differentiating factor is the strong cultural association of American football with national pride and fandom, which drives the huge demand for media coverage and advertising opportunities. Additionally, the absence of strict licensing regulations in the US also plays a significant role in shaping the dynamic and competitive nature of the market.

Underlying macroeconomic factors: The American Football Media Market in Italy and the United States is heavily influenced by macroeconomic factors such as the strength of the economies, investment in media technologies, and consumer spending habits. In countries with stable economies and high levels of investment in media, such as the US, there is a strong demand for American football content across different media platforms. On the other hand, in countries like Italy, where the economy is still recovering, the demand for American football media may be lower due to reduced consumer spending. Additionally, regulatory policies and taxes on media content and broadcasting rights can also impact the profitability of the American football market in these countries.

Methodology

Data coverage:

The data encompasses B2B revenues. Figures are based on media spending from businesses to several clubs. That also includes the revenues from advertising as this is part of media and broadcasting contracts the individual clubs have with their respective leagues.

Modeling approach / Market size:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.