According to the Walt Disney Company, consumers of web content of ESPN spend triple the amount of time than consumers that only watch TV on ESPN.
Consumers of web content include those that participate in fantasy sports such as fantasy football as well as those who use the Watch ESPN app. These consumers spend on average 17 hours a month consuming content in this format. Consumers that watch ESPN various programming on TV spend about 5 hours.
The web content that ESPN offers are larger than those of Yahoo Sports, NFL.com and Bleacher Report according to Arthur Bulgrin, ESPN's senior VP of global research and analytics.
FtSb Says: The advertising dollars are shifting to more online content than traditional media and TV. ESPN not only offers the NFL games to which consumers can watch, but it also offers the accessories of game to which consumers can still be attracted to their website. Fantasy football and the checking of scores, drafting of leagues and management of teams is just one way that ESPN can continue to draw more for its advertisement dollars. The number that there are three times as much time spent on the web content versus traditional TV is a significant number. It could signal that the derivative market could be surpassing the original market. In this case, the bigger question to keep in mind is that does that make fantasy football bigger than football?
