“60% of fantasy sports users follow more sports than before’, states a research by Kantar & FIFS
A joint report by Kantar and The Federation of Indian Fantasy Sports (FIFS) that sheds light on sports consumption by fantasy sports users was released on Friday.
Formed in 2017, FIFS (formerly known as Indian Federation of Sports Gaming IFSG) is a self regulatory organization for Fantasy Sports.
Kantar is a data monitoring & insights company that researches consumer behavior and tracks effectiveness.of social media & advertising.
According to the survey among 1,434 respondents who engage with online fantasy sports (OFS):
- 60% of users claim to now follow /watch sports more than before because of fantasy sports.
- 87% of those who play fantasy sports claim that they do research to help them form strategies.
- Around 59% have started watching new types of sports because of their interest in fantasy sports.
- 48% of users now watch every game irrespective of team or country.
- 38% of users lookup to social media updates as sources of information for sports content.
Anand Parameswaran, executive vice-president, insights division, Kantar commented: “The insights on the changed behavioral patterns of fantasy sports users such as higher involvement in sports, using multiple mediums to stay updated on the sports news along with an increased interest in sports beyond cricket offers a new perspective on the evolution and impact of fantasy sports in India.”
He further said, “It is in complete coherence with the hypothesis we set out to prove, and has additionally shed some light on how we have moved beyond the cricket-only nation.”
The survey was conducted among fantasy sports users, predominantly male, and a mix of masters students, salaried and self-employed professionals.
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