Women's volleyball demand across different distribution channels
Description
Research question: In this study, we add to the slowly emerging literature on modeling the demand for women's sports by exploring the robustness of the determinants for women's volleyball–previously a largely neglected team sport–across three different distribution channels, i.e. online streaming, TV broadcasts, and the stadium experience. Research methods: We exploit a data set containing information on consumer interest in the German Women's Volleyball League (VBL) in 2019. In line with the literature on modeling consumer interest in sports, we estimate on-/offline audiences and spectator demand, in terms of semi-elasticity, by Ordinary Least Squares (OLS) regressions. Results: We find that volleyball demand is relatively stable across two of the three distribution channels (i.e. online streaming and TV broadcasts) and, to a lesser degree, the stadium experience. This pattern is particularly problematic for a niche sport's online streaming offerings that, often initiated with high hopes, seem to attract only a fraction of the otherwise relatively strong consumer interest in the sport's TV offerings. Implications: While we believe that future research is well-advised to add nuance to the analysis of (women’s) sports demand across different distribution channels, our results also suggest that sporting bodies should carefully weigh the pros and cons of an exclusively online distribution strategy.
Impact and interest:
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ID Code: | 243689 | ||||
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Item Type: | Contribution to Journal (Journal Article) | ||||
Refereed: | Yes | ||||
ORCID iD: |
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Measurements or Duration: | 21 pages | ||||
Keywords: | Attendance, niche sports, outcome uncertainty, streaming, television | ||||
DOI: | 10.1080/16184742.2023.2255609 | ||||
ISSN: | 1618-4742 | ||||
Pure ID: | 146054132 | ||||
Divisions: | Current > Research Centres > Centre for Behavioural Economics, Society & Technology Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Economics & Finance |
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Copyright Owner: | 2023 European Association for Sport Management. | ||||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
Deposited On: | 09 Oct 2023 07:25 | ||||
Last Modified: | 05 Aug 2024 02:12 |
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