Last week, GlobalWebIndex, a market research company, revealed just five per cent of consumers across the globe thought the Olympics should go ahead in the current situation. Now that the International Olympic Committee has confirmed that Tokyo 2020 will be postponed until 2021, some interesting figures have come to light regarding live-streamed events.

Research has found that the prospect of live-streamed sports events and music concerts is growing rapidly – more than four in ten people are interested in watching them. Unsurprisingly, fans of each entertainment type report the highest interest levels: 50 per cent of music lovers are keen to see live-streams of concerts, while almost two thirds of sports fans are interested in watching live-streamed sport.

Furthermore, 20 per cent of consumers are interested in live-streamed theatre shows, with Millennials and the higher income group reporting the highest figures. Age is a strong influencer when it comes to streaming across the board; almost 50 per cent of Boomers aren’t interested in any live streaming, compared to around 20 per cent of Gen Zs and Millennials. Interest in live-streamed music concerts drops in line with age, whereas Millennials lead the charge for sports live-streams at almost 50 per cent.

Jason Mander, chief research officer at GlobalWebIndex, stated: “People are looking to these kind of events as their absence is so notable in day-to-day life, very few can remember anything like this happening before. It’s one of the main ways this period of self-isolation and social distancing can become more sustainable for many. Media owners need to think about all the events that they could broadcast – simply airing a few Premier League matches will leave many demographics no better off. Adding live sports and entertainment to the content on offer also invites a review of the media rights situation as access to these events demands greater flexibility in pricing models so less affluent demographics can also enjoy what they love.”