It’s no surprise that the largest screen playing World Cup coverage is actually the smallest, smartphones.
According to NBCUniversal, between 48-51 percent of its live digital viewers are consistently watching the games on their smartphones.
The broadcaster, which has the Spanish-language rights to air every game of the World Cup, also said that the remaining viewers alternate between TV and desktop streaming.
“What we’ve learned is that inside of our streaming numbers, we have two different groups: We have the mobile device group, which is using smartphones, and we have the other group, which is on connected TVs and desktops,” Peter Blacker, evp of digital media and emerging business for NBCUniversal Telemundo Enterprises, said. “The mobile device group has stayed steady, no matter how much numbers have spiked from game to game.”
Telemundo reported that with a total of 48 matches, at the end of the World Cup group stage reached live streaming coverage of 10.7 million unique viewers, 105.3 million total live streams and more than 1.6 billion total minutes watched.
With high numbers of views, the average digital coverage on Telemundo was about 2 million live streams per match.
Reaching peak concurrent live streams was this past Wednesday’s match between Mexico and Sweden. This was the second time any NBC Sports broadcast has ever hit that mark.
“With [the mobile device] group, I would have thought that come the weekends, they might have put the phone down and switched to connected TVs, but they remain die-hard,” Blacker said. “This is different from the Olympics [which Telemundo parent NBCUniversal broadcasts], where there was a much greater variety of folks swimming back and forth.”
The World Cup viewership provides a way to show marketers the consumption habits of U.S Hispanic audiences and that they are digitally savvy.
Read more information about digital views of World Cup at “DigiDay.”