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Second-Screen Experiences Boost The NFL
On every screen
A new study found that NFL fans actively use their smartphones while watching games on TV — not as a distraction, but as a value-add to the experience.
Why It Hits: Everyone uses their phones while watching TV, but the prevailing wisdom has been that they’re engaging with content entirely separate from what’s on screen. New data shows that content — especially live content — is becoming a multi-screen experience, even when unprompted.
Behind The Screen: Horowitz Research found that football fans are fumbling with multiple screens during games.
Some stats from Tubefilter:
63% of NFL viewers engage with related social media.
39% check out extra or behind-the-scenes content like player cams and drone footage.
51% shop for merch during the game.
43% use “interactive gaming features” like fantasy platforms or betting apps.
Final Score: The surge in second-screen engagement coincides with an overall increase in NFL viewership — live games now average 20.7 million viewers, up 4% from last year. With the league already deeply involved in sports betting and recently naming its first fashion partner, the NFL has endless touchpoints it can leverage for ancillary coverage on the small screen in fans’ hands.
Next Game: The NFL may consider introducing mid-game interactivity features to its app that sync with what’s on TV. That could be the biggest engagement booster of them all.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.