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35% of Millennials will watch Super Bowl on connected TV

TV Connect (26th - 28th April 2016 ExCeL, London)

TV Connect (26th – 28th April 2016 ExCeL, London)

35% of Millennials said they plan to watch Super Bowl 50 via a connected TV, and more than 25% said they are very likely to download an app to watch, according a new Adobe Digital Index (ADI) survey of more than 400 US consumers.

The survey found Millennials leading this shift in consumption overall, with 50% watching sports content on smart TVs, mobile devices, PCs, or gaming consoles.

According to ADI’s analysis (separate from the survey) of 36 billion TV Everywhere authentications, active users of TV Everywhere increased 22% quarter over quarter in Q4 2015, a time during which all major sports are active (NFL, MLB, NBA, NHL, and NCAA football). Sports-specific viewing for TV Everywhere is up 80% year over year, and, in 2015, more than one in three online video starts for special sporting events, such as the Super Bowl, were on mobile devices.

With mobile becoming such a prevalent mode of content consumption, CBS announced a $5 million price tag for a 30-second spot—but there’s a catch: For the first time, Super Bowl ads airing on TV will also stream online and on mobile at the same time.

Besides using their devices to watch the big game, many consumers will be using their phones while they watch the game on some other screen. This is where Millennials lead the generational pack for Web surfing and unrelated social media viewing while watching sports.

Rhys Beer (VP, Sports Distribution & Business Development, NBCUniversal International) and Jamie Hindhaugh (COO, BT Sport & BT TV) are among the panellists discussing Sports Rights at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)  

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