We’re back today with some more insight into what The Future of Audience and Revenue study from Futuri and SmithGeiger Group uncovered about maximizing your audience for increased revenue.
So far we’ve talked about the ways in which the modern audience has changed, and how your organization can adjust to meet their evolving expectations.If you want to see real results, you’ll need to be prepared to take some risks.
Those risks often mean exploring new markets, and on that note, here’s some advice that you have certainly never heard from your financial advisors: it might be time to go all-in on betting.
We’re not talking about hitting the horse track or pinning it all on a prizefighter. What we are talking about is giving your audience what they want. And the answer to what they want is simple – they want to place some bets.
Weighing the Odds
The Futuri x SmithGeiger study found that 72% of its over 2,000 participants that were between the ages of 16 and 74 are still tuning in for the big game, whether they’re watching at their favorite dive bar with friends or at home from the comfort of their own couch.
Once again, locally produced content reigns supreme. 69% of the aforementioned 16-to-74-year-olds keep up with sporting events by accessing a local news site, and 71% tracking results through their preferred source’s app.
Now, consider how those numbers jump for esports and gaming. In 2020, Forbes reported that the gaming industry generated over $120 billion in revenue as opposed to football, which generated only $11 billion. But whether they’re following the score by sitting in front of the big screen, visiting the local news provider’s website, or going straight to the app, the study found that over 90% of respondents are “tuning in.”
Baseball might be America’s favorite pastime, but for media companies, the game has changed. Some people want to watch baseball. Some people want to watch competitive Farming Simulator. How can you reach them all?
With the legalization of sports betting in 2018, betting on sports has become an attractive enterprise. The Futuri x SmithGeiger study discovered that roughly 62% of respondents are willing to bet on sporting events.
The best way to meet their needs, then, is to produce content that caters to that desire. And the easiest way to do this is, once again, to reach them at a local level.
Additionally, 42% of respondents expressed interest in seeing odds and betting lines presented on their local news programs, which is another potential strategic move for your company.
In short, the possibilities are endless. Whether you’re broadcasting expert predictions or hosting radio contests, the “fun” part of betting is feeling like you’re part of the action. The savvy media company needs to be committed to making that desired content readily available to their audience.
What’s the Next Step?
If embracing new content seems like a daunting task, remember that you’re not alone.
Futuri’s got your back.
We’re prepared to make your sports betting transition easier if that’s a route you choose to pursue. Our solutions like TopicPulse are set to drive your content to the forefront of your audience’s search. Will you be ready for them?
Have more questions? A good place to start would be taking a look a the results of the Futuri x SmithGeiger study to use. I’ll introduce you to some of the tools that can help you grow your content, audience, and revenue. You can learn more about the whitepaper and study right here.