Sport 24 has shown two major live events recently: UEFA Euro 2024 and the Olympic Games Paris 2024. How did the viewing figures compare?
We’ve had an incredible summer of sport, including UEFA EURO 2024, Wimbledon, and the Olympic Games. The schedule has been packed. Football [or soccer] is always one of our most popular sports, and UEFA EURO 2024 alone had 1.5 million total views across all our airline carriers. In total, we also broadcast over 360 live hours from 188 Olympic events.
We had great feedback from our partners across the globe, who reported fantastic engagement amongst passengers and captured incredible content of match-winning moments onboard!
Are you noticing any trends in who is watching live sports content onboard aircraft and the sports they are watching?
Sport is more than a hobby; it’s a passion. And sports-mad passengers are more comfortable booking flights knowing that they can watch live sport onboard, especially around key events such as World Cups, UEFA EURO and the Olympics. This is backed up by the viewing figures too – in June and July this year, Sport 24 had over five million views accumulatively.
There is also a lot to be said about the phenomenon of a shared content experience, which can only be achieved via live programming, and particularly sport. People feel part of something while they’re viewing the same game together in flight, creating stadiums in the sky.
This leads to what I often refer to as the ‘Sport 24 effect’, which is like a domino effect of people switching across to Sport 24 inflight as they see their neighbour is watching. Some passengers also might experience a particular sport for the first time when watching on Sport 24, so it’s brilliant for attracting new fans. Our rights-holder partners love that about this unique audience.
Do you have any metrics on the impact of your service on passenger satisfaction?
Every year we undertake a passenger survey to ensure we’re delivering the best possible experience. Our 2024 survey interviewed 1,800 passengers from several territories, and the results showed that 81% of Sport 24 viewers wish the channel was available on more airlines. 74% of Sport 24 viewers also said they would choose the channel over other IFE options, while nearly two-thirds said it would influence their booking decision for future flights. We can’t argue with those results!
Are there innovations in IFE technology you feel will enhance the live sports viewing experience?
Live sport is one of few formats that has withstood time, and that demands a big screen seatback experience. It is also one of the last remaining appointment-to-view experiences.
In my opinion, personalisation and over-the-top (OTT) content is the future of IFE and how we super-serve passengers through a variety of content. On Sport 24, we broadcast live sport from over 35 federations across two channels, and there is still more programming available that we could bring to passengers.
So, imagine the impact OTT can have in bringing passengers even more live sport, especially with the integration of AI-driven personalisation. Passengers would be able to receive personalised messaging, real-time updates, and relevant content suggestions to keep them engaged. Consider a future where we know if seat 5A is an NFL fan or Premier League fan, or if they support Arsenal or Manchester City, and we can suggest content choices to make their flight more enjoyable.
Shopping is also becoming synonymous with screentime. We are in conversations with several brands and retailers who are excited by the prospects of selling directly to this audience. So, there could also be a future where you’re flying to London for the first time and able to book tickets to your first Premier League match off the back of watching Sport 24. What’s more you could even buy merchandise, sent to your hotel, to ensure you look the part. at the game
How do airlines promote Sport 24 onboard?
It is exciting to see how airlines’ customer marketing teams are bringing Sport 24 to life onboard. Our dedicated team works with airlines to help promote some of the most restrictive IP on the planet and ensure passengers know about the brilliant range of sport onboard.
Pre-flight, we enable our partners to promote the exclusive content they have onboard so that passengers can look forward to enjoying their favourite events ahead of time.
Once onboard, we help our partners activate a range of initiatives to integrate Sport 24 into their passenger experience. We have supported activations for airlines that sponsor specific sporting events, helping to tie their naming rights to the live coverage and engage meaningfully with fans.
For example, we have worked with Etihad Airways to offer popcorn during the Abu Dhabi Formula 1 Grand Prix; Emirates to provide strawberries and cream during Wimbledon; Turkish Airlines to capture fan experience for the UEFA Champions League Final; and Vistara to reward lucky passengers with fan packs.
What additional value can live sport bring airlines?
Airlines realise the value they are getting with a live sport channel, as we are showing exclusive, never-before-seen content every day that appeals to so many different demographics. In 2024 alone we have broadcasted over 6,000 hours of live sport to passengers globally.
Sport is also universal and speaks to many different markets. The Premier League for example has some of the most-watched content globally. At Sport 24, we have also done the hard work to bring the biggest international live rights together. If an airline wanted to provide an equivalent offering to Sport 24, they would need to secure on average 11 domestic broadcast deals per territory.
Will the service become available to watch via personal electronic devices?
Sport 24 is available via PEDs in certain environments, such as when there is no seatback hardware. However, it is clear that watching via seatback offers the best viewing experience and increases passenger engagement onboard.
