Where will HongKongers watch 2022 FIFA World Cup?

Majority (75%) of Hong Kong consumers prefer watching 2022 FIFA World Cup Qatar on free TV while 42% prefer watching on pay TV, according to the latest survey by OMD.

The survey also revealed that only 37% surveyed consumers will subscribe pay TV or over-the-top media for watching the tournament.

34% are interested in watching FIFA 2022 at peers' home while 28% prefer watching it at restaurants and bars.

In terms of how the consumption change during FIFA 2022, the survey found out that there has been an increase purchase in food-related categories, of which 44% respondents wish to purchase snacks, followed by alcohol (36%) and food delivery (35%).

The survey also found out how many HongKongers are aware of the tournament, with 37% know ViuTV will be broadcasting selected matches and 32% know Now TV will broadcast all matches.

Sports remains the last stronghold for pay-TV operators looking to prevent consumers from discontinuing subscriptions, according to a report by Media Partners Asia (MPA). However, over-the-top (OTT) delivery is becoming the main driver of rights inflation, opening up new opportunities for rights-holders while adding new layers of complexity to negotiations and deals.

Currently, online platforms contribute between 10% to 25% of the media rights value for a sports franchise. The report noted that debates over the value of digital monetisation in comparison with TV will only become "more involved and complex" over time.

The Asia Pacific market for digital sports is divided between broadcasters with scalable distribution, such as BeIn Media Group and Star India, that are investing in digital rights for new and emerging platforms, and telcos and pure-play digital platforms that are monetising tent-pole rights through subscription, advertising and commerce.

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