JournalCase studyOne-minute read
From zero to nearly half a million in sport.
A sport channel opened in July, with no followers and no advertising. Under three months later it had nearly half a million views, most of them from adults aged twenty-five to forty-four.
For brands, marketing agencies, creators
On , a new sport channel published its first video. It had no followers, no history and no advertising behind it.
By , it had nearly half a million views. It got there in under three months.
- six in ten
- viewers aged twenty-five to forty-four
- under three months
- from the first video
- more than 1,800 hours
- watched
Who watched
The audience is not the one most people expect from short sport videos. Six in ten viewers were between twenty-five and forty-four, and eight in ten were men: exactly the people sportswear and sports media spend to reach.
It was international from the start. The largest single country is the United States, with only a quarter of the viewing; Germany, India and Japan follow. One channel, three continents.
A sports brand pays to reach this audience every season. This one was built from nothing in a quarter.
How long they stayed
People spent more than 1,800 hours watching, the equivalent of nearly eleven weeks without a break. On average they watched more than 60% of every video.
What it means
- For a sports brand: an audience of the right age, already watching the sport, with a channel ready to carry a product or a launch.
- For an agency: a market opened in months, not years, with a record you can show a client.
- For a creator: proof that a new channel in an established sport can grow without a following to start from.
More to read
- IndustrySportThe sport audience on short video is adults, not teenagers, and it watches from several continents at once.
- IndustryFishing and the outdoorsA patient audience of American men, watching longer than most, and often on the biggest screen in the house.
- IndustryFamily and parentingFamily video is watched mostly by women, and by a generation older than most briefs imagine. It is also the warmest audience we work with.