Data Overview and Analysis Methodology
In this analysis, based on Naver’s mobile sports broadcasting usage behavior data, which has the highest reach among domestic portal sites, sports broadcasting is the video first of the mobile portal site. (video first) The purpose of this study is to investigate the effect of strengthening strategy and increasing the activity of portal site app. The analysis was conducted with data from the 3rd quarter of July to September 2017 for users who watched broadcast content ³ on two mobile apps, ‘Naver’ and ‘Naver TV’ . Through the difference in the behavior of users with and without experience of watching sports broadcasts among broadcast content viewers, we additionally examined the differential value of sports broadcast content compared to other broadcast content in the portal platform.
However, the viewing time data used in this analysis is based on the audio content of the video being played while the ‘Naver’ and ‘Naver TV’ apps are running. The program was classified and the time the program content was played within the output time of the corresponding audio was regarded as the video viewing time. Therefore, in the case of playing video without sound, there is a restriction that can be excluded from measurement, so statistical weight is not applied, so there may be restrictions on generalization to Internet users when interpreting data.
Status of use of Naver sports broadcasting
First, we looked at the usage status of Naver’s 스포츠중계 through mobile. It was found that sports broadcasting accounted for about 34% of the total time spent watching broadcast content on Naver. Real-time sports broadcasts account for more than 1/3 of the viewing time of broadcasting contents including sports, drama, entertainment, news, information, children, etc. You can see the high popularity of sports broadcasts here.
Sports broadcasts provided by Naver can be viewed through ‘Naver’, a comprehensive portal app, and ‘Naver TV’, a video-specialized app. The proportion of viewing time and average viewing time through the ‘Naver TV’ App is higher than that of the ‘Naver’ App. It can be seen that viewing through a video-specialized app is preferred.
Baseball, e-sports, soccer, and volleyball were the sports with the highest average viewing time per person in real-time sports broadcasting. Baseball is the most popular sport among professional sports leagues in Korea. Based on a fandom culture based on high club loyalty, it seems that viewing through real-time broadcasts as well as actual stadium viewing is being actively performed. In the case of e-sports, professional leagues of popular games (‘League of Legends’) such as ‘2017 LCK Summer Split’ and ‘2017 LoL Rift Rivals’ are being watched a lot through mobile real-time broadcasting.
Meanwhile, when looking at the average monthly viewing time per person by age, it was confirmed that the users in their 50s had the highest number of users, followed by those in their 20s and 40s. In the case of users in their 50s, the loyalty to continuously watching every game of the KBO League was high, and it was surveyed that the viewing rate was high in various sports such as soccer and golf as well as baseball. Users in their 20s and 40s had a higher viewing time for baseball and soccer, and in the case of soccer, it was confirmed that they mainly watch overseas professional leagues such as the Premier League and UEFA Champions League, unlike those in their 50s who are interested in domestic professional leagues.
