YouTube and Netflix audiences provide key to success

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YouTube and Netflix could hold the key to finding your niche audience if data from Roy Morgan Research has anything to do with it. The latest research has found that YouTube and Netflix viewers are more likely to be interested in niche sports than viewers of mainstream broadcast television. What this is saying is that as a potential sponsor, if you can get in with the niche audiences of these sports, and the particular sport is a brand match for your business, then you could be engaging with your target market on a whole new level.

Finding your niche audience is the holy grail for sponsorship rights holders. It's no use attaching your brand name to a sport genre if the audience aren't passionate fans. After all, it's about finding what your target market is passionate about and sharing that interest. It's through this shared enthusiasm and genuine interest in something other than your business objectives that the opportunity is created for your audience to connect with your brand. Roy Morgan has found 80 per cent of Australians aged 14+ watch sport on television, but for those with Netflix and YouTube accounts, they're far more likely to be interested in niche sports. They're also only slightly less sports-mad than the general population with 77 per cent of video streaming and 79 per cent of broadcast viewers claiming they almost always or occasionally watch one or more sports on television.

Netflix subscribers are also 25 per cent more likely than the average Australian to watch Super Rugby, and also more likely to watch FIFA World Cup soccer (+18%), English Premier League soccer (+16%), AFL pre-season games (+15%) and the Winter Olympics (+10%).

If any of these sporting genres are a match for your brand, then I would be doing everything possible to embrace local sponsorship opportunities with clubs and using the same marketing channels such as YouTube to amplify your message. Creating short videos with commentary, coaching clinics or did you know facts around these sports helps align you with the sport your target market loves. As long as you are adding value and are giving your target market something to take away that benefits them, you are positively impacting your marketing efforts.

What to know more about finding your niche audience? We offer the full range of sponsorship services from sponsorship strategy to servicing, leveraging and measuring your outcomes. Email us today at info@eventsponsors.com.au or call 1300 366 306.

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