2019年体育行业调查报告60页

2019体育行业：重新聚焦，时机正好？201912|20195630OTT38?22.4%14.3%//5.5%7.5%8.6%/11.5%/11.6%10.5%/8.1%/46.7%6.0%17.8%15.6%10.1%N=5902.4%1.4%482019|32019WTA2019202810WTAF1100011201920181,581583312852019201968006000SaaS2018-201997,74630,4318031.13%/460034%...46IP20202019•B••4|20192019|56|20192019590120iiiiiiDavidDellea2019|794%如何在转型过程中保持领先地位？OTT7∙4%3-56∙4%3-549510163827/1231238|2019OTT5.4%4.2%39.7%30.7%20.0%/88.6%78.6%34.7%37.4%56.6%1231232019|93-5体育行业现状分析10|20193-56.43-57.4••3-5•3-5/8.09.1%2019|113-5%3-5%8.95.87.86.07.5/9.18.05.68.03.94.7/3.45.9/6.57.76.47.48.78.4/4.87.87.07.1/6.66.07.0/7.49.79.15.710.37.1N=5503-53-53-53-56.96.112|20193-59.71.94.1-0.3%9.2%7.7%-3.8%1.9%15.0%9.7%8.4%3.8%4.8%11.5%3.2%5.5%-0.3%-1.3%3.2%4.3%7.8%4.1%0%3-5%4.5%N=550201920182019|1370.547.8/65.6%59.5%55.2%47.7%40.3%40.1%39.1%34.8%(OTT)/()84.9%82.4%74.9%72.9%69.4%64.9%63.8%50.5%T2BT2B70.5%47.8%N=59014|2019MurrayBarnettF1“”2019|15:CSGOFIFANBA2KFIFAeWorldCupFIFAeNationsCupUEFAeEuro2020eFootball16|2019T2B///N=56380.2%66.7%53.3%45.4%38.6%35.6%32.6%29.4%28.4%88.4%86.7%2019|17女性体育：202020193460,7392019Lionesses1,17050LineofDuty70-8018|2019USWNT70-802019EuropeanBroadcastUnionfootball.eurovisionsport.tv682019|19与创新转型20|2019NBAAdamSilver9415794.4%1.5%79.0%15.0%N=5402019|2194%46%VARiPadMLBAM2002MLBAMMLB20156NHLBAMTechMLBAMNLB2017201725.8759446/29.8%46.0%3.8%0.6%8.1%7.7%5.3%?75.8%20.2%N=54022|2019KasperRorstedT2BN=537113322KPI88.6%78.6%SatyaNadella•••NadellaKPI2019|23JimChaplinSRI“”24|20191.FacebookFacebookFacebook2.FacebookMarkZuckerberg3.Facebook4.FacebookFacebookFacebook5.FacebookFacebookPeterHuttonFacebookFacebookPeterHuttonFacebook2019|2575.8%2003T2B75.8%38.2%75.7%33.3%72.9%31.7%N=53826|20195ClaudioBorges3.4.2.5.1.d.schoolF1F1fanvoiceF1FIFAGitHubNBA75.7%IBMSAPUEFAUEFANBA2019|271.2.3.4.5.6.10002018100028|20192019|29直面消费者：OTTOTT30|2019T2BIRISIntelligence|20191CAWIN=1021T2B18-3418-3418-3435+35+35+72.0%58.8%38.2%48.0%39.6%12.0%68.0%53.6%36.0%46.0%31.8%10.0%20192018OTTIRISIntelligentResearchinSponsorshipT2B2019|3128OTT38%72%59%12%48%40%OTTOTT60%IRIS/50%OTT2018/T2BIRISIntelligence|20191CAWIN=1021T2B59.0%50.1%52.8%50.8%51.4%43.5%56.3%43.7%53.0%52.7%50.9%42.5%2019201818-3418-3418-3435+35+35+32|201984.9%•FacebookNetflixAmazonFormula1NFLTomBrady•TikTok•DAZNmycujoo•433COPA90ESPNOTTDisney+CRMIDCookieD2CSanjitAtwalHalfspace2019|33OTTT2B/80.1%70.4%70.1%63.0%61.7%58.5%55.2%OTT80.1%70.4%CRM70.1%NFLDAZNNFLGamePass40%N=513D2CCarloDeMarchisDeltatre34|2019OTTOTT45%4.2%OTTOTTT2B76.8%75.1%68.5%66.2%63.9%62.2%44.5%OTT5.4%4.2%39.7%30.7%20.0%/N=514N=5162019|3576.8%75.1%NetflixAmazonDAZN68.59536|2019OTTOTTStefanKürtenEurovisionSport“”Play2019|37体育联合会的作用3538|20192017ISU2018FINAISL?T2B/B2B20.0%25.0%28.3%29.9%45.5%44.0%43.2%53.9%12.5%14.5%20.4%23.0%27.7%34.7%37.4%56.6%56.6%37.4%34.7%27.7%N=5252019|39FrancescoRicciBitti““40|201935+N=52244.9%46.5%9.2%14.0%55.1%53.5%90.8%86.0%28.0%47.4%72.0%52.6%2019|413546.5%95%64.9%T2B57.7%64.9%55.4%38.7%37.8%25.7%13.1%N=24242|20192019|4338.7%ChristianVolkeFootballN=2425.0%4.5%38.7%20.3%15.3%16.2%44|20192019|4572.0%28.0%20ISLTEAMMarketingEndeavourIMGIn-frontMPSilvaLagardereD2CCVC2.255与第三方投资者建立合作关系46|2019RightsownersAgenciesOTT2019|47全球体育行业市场调研—中国专辑48|20192018///2019B2019|4920193-56.43-57.42014GDP201920191552005000TissotFIBABasketballWorldCup2019200121.46#FIBAWC#WorldGotGame2205.35FIBAFIBAFIBA20010007MAPPLEFitbitAdidas500THREEGLASSESNBASTATIMGIMG50|20193-55.3%73.7%0%-10%21.1%10%-20%200725-402.975%20142.520194.5PUMA20147%30402019|51CBCAPPB74%3-510%21%3-520%NIKE201814AirForce1AirJordan114202011020142017201727.16%201312%1026201818%524093.85%230420171201831382017892015201845APP60%201819571682201820171043%20162014CBA52|2019201962%92%461(2016-2025)202550003202060002025120222.94%61.76%5.88%29.41%2019|532CB32016-20202020174.35•++•IPIPIPIP•30A••202017054|20192857%71%OTT38%72%59%12%48%40%OTT44%(46%)(29%)OTT42.4%OTT28%D2C0%42.42%6.06%24.24%/27.27%2019|55&Wrack,S.;19.March2019;WandaMetropolitanosrecordcrowdshowsEnglishfootballtheway;TheGuardian(online)Carp,S.;3.July2019;LionessesWorldCupsemi-finalUKsmostwatchedTVprogrammeof2019;SportsPro(online)Garry,T.;20.March2019;WomensSuperLeague:Barclaysagreemulti-millionsponsorshipdeal;BBCSport(online)Draper,K.;5.August2019;NikereleasingacommercialminutesafterUSWNTsvictoryinthefinal;NYTimes(online)Davis,K.;13.May;20FactsAndFiguresToKnowWhenMarketingToWomen;Forbes(online)Boorstin,J.;NBAandNFLcommissionerstellhowtheyreturningtotechnologytodrawinfans;CNBC(online)FédérationInternationalFootballAssociation;04.June;TheHiddenTechnologiesatthe2018FIFAWorldCup™;FIFA.com(online)Brown,M;7July2014;TheBiggestMediaCompanyYouveNeverHeardOf;Forbes(online)Perez,S.;9August2017;BAMTechvaluedatUSD3.75billionfollowingDisneydeal;techcrunch(online)TheWaltDisneyCompany;8.August2017;TheWaltDisneyCompanytoAcquireMajorityOwnershipofBAMTech;(online)Gibbs,A.;26.February2019;MicrosoftCEOSatyaNadellaonthe