January 31, 2023

Filipino Guardian

Sentinels of Filipino Free Press

Two in three Filipino football fans believe Qatar World Cup will ‘spread positivity’ – Dailymotion study


According to a study by video platform Dailymotion, Filipino football fans are among those most invested in the 2022 FIFA World Cup in the region.

Two in three die-hard Filipino football fans believe the World Cup in Qatar will spread positivity and unite the world. This despite human rights and labor issues.

Filipino fans also want exclusive content and merchandise “with engagement higher than the rest of Asia Pacific,” according to the Dailymotion World Cup 2022 study, which surveyed 2,879 respondents from the Philippines, Indonesia and South Korea .

“Exclusive content in addition to highlights and post-game discussions – either in the form of engaging videos about their teams or articles that delve deeply into teams or top players – is most important,” said Bichoï Bastha, Chief Revenue and Business Officer at Dailymotion, in an email dated Nov. 15.

“It’s safe to say that Filipino consumers want a successful World Cup and see it as a positive change in their lives,” he added.

There are two groups of audiences based on their level of interest in the 2022 FIFA World Cup: core audience and viewers.

Core audiences in the Philippines, mostly young men, said they would watch some of the games (43% compared to the remaining 46% of APAC); watch exclusive content (32% vs. 29% in APAC); live the experience by buying goods and treats (21% compared to 15% in APAC); or watch games in bars and/or fan zones (18% vs. 13% in APAC).

Meanwhile, observers in the Philippines, mostly women, said they would follow matches via online scores (24%) and socialize at World Cup-related events (16%).

According to Dailymotion, 74% of views are generated on mobile based on consumption patterns during a previous football event.

The study found that football fans also have a strong interest in entertainment, as well as an affinity for travel and tech-related content.

“With these habits, it’s clear they want to expand their understanding of society by living experiences in the most progressive ways,” said Mr. Bastha. “The event, just like the pandemic, this time could be a fulcrum in a better direction.”

Before the game, fans like to look at team rosters and key moments from past games. Post-game engagement, on the other hand, includes analytical content that analyzes what went well for the teams and what didn’t.

Of the 2,879 Southeast Asian respondents, 69% said they would “participate in the 2022 World Cup” through at least one of the following activities: watching and reading exclusive content (26%); throw a party at their home (16%); Watch the game at a bar or meetup (14%); live the experience by wearing merchandise (14%); and betting or participating in fantasy leagues (11%). — PB Mirasol