June 2016 is a huge month for fans of association football AKA soccer. Copa America is well underway, and today the 2016 UEFA European Championship, or Euro 2016, kicks off at the iconic Stade de France in Paris. National football teams from around Europe will compete in the month-long tournament until the last two standing playoff for the Henri Delaunay Trophy in the July 10th final. Excited? You should be.
The tournament will be contested by 24 teams, and will take place over 51 matches hosted in the French cities of Bordeaux, Lens, Lille, Lyon, Marseille, Nice, Paris, Saint-Denis, Saint-Etienne and Toulouse. As hosts, France automatically qualified for the tournament and are hotly tipped as to win, although they face fierce competition from Spain, Germany, and Belgium.
The Euros are the second most popular football tournament in the world after the World Cup, and while the traditional broadcast networks crackle with a full list of planned fixtures, fans of the game are also turning to YouTube in their millions to catch the latest football-related content. A new report from Tubular confirms that UK football videos alone generated 6.2B views and 194M engagements in 2015, while German and French football-related videos generated a combined 2.5B views, and 71M engagements.
UK Football Videos on YouTube: 6.2B Views in 2015
The UK takes its football very seriously, and the English Premier League is also the most-watched football league in the world, broadcast to over 640M homes in 212 territories. That’s a potential TV audience of 4.7 billion people. So, it’s no wonder that football videos do so well on YouTube. In fact, monthly views of UK football content has more than doubled since January 2014, reaching peak viewership during the 2014 FIFA World Cup. Tubular estimates an additional 27M views will be generated during Euro 2016, as fans go to the site to watch replays, and highlights, and catch the latest opinion pieces from channels such as Copa90, and Football Daily.
So, who is watching UK football content on YouTube? Although fans of all ages seek out soccer content, it may come as no surprise that the leading demographic are males aged between 18 and 24 years old.
70% of viewers who actively engage with this type of content on YouTube are aged under 24 years old, a generation that has grown up with online video very much at the forefront of their soccer-related consumption. While football is a mainstay of many broadcast channels in the UK, younger fans of the game are taking to social video platforms to interact with their peers, and give their instant feedback on games, players, and the latest developments.
Alongside soccer content, UK football fans also tend to watch videos most popular with male viewers of YouTube, such as music, gaming, and prank videos.
Download the YouTube Euro 2016 Insights Report Today
Do you want to know more about how European football content performs on YouTube? Just download the report by filling in the form below. It contains invaluable advice for any brand, video marketing team, or creator who wants to know what works best for the global or local audience.