Broadcasters Selection and Audience Demand for Chinese Super League Games in Media: An Examination of Television and Streaming Platforms

Abstract

There has been a lot of research on sports demand since the 1950s. However, unfortunately, there are few studies on the demand for the Chinese Super League (CSL). With this problem in mind, this dissertation explores broadcasters' selection and audience demand for CSL games in the media. Specifically, two studies are presented to understand the viewing demand of CSL television viewers and streaming platform viewers, as well as the factors influencing the choice of broadcasters. A series of study was performed in Study 1 to examine the factors affecting broadcasters choice of matches and audience viewership of live CSL matches. Data were collected from 2017 to 2021, amounting to a total of 1056 matches. Among these matches, 208 were televised on CCTV5 and received national coverage. Broadcasters match selections and TV ratings were regressed on a series of antecedent factors of the demand for broadcasted CSL matches. The findings showed that both broadcasters and TV audiences display a preference for matches between teams with larger fan bases, higher rankings, and higher salaries. Furthermore, Study 1 also analyzing the demand for live CSL matches among TV viewers in different city tiers. The results indicate that viewers in all three city tiers have a preference for games that feature more star players and are broadcasted on weekends and during nighttime. Additionally, it was found that matches involving older teams have a negative impact on television ratings. Study 2 analyzes the demand for CSL matches on streaming platforms, specifically focusing on highlight videos and full game replays. The study covers both the Tencent Sports CSL channel and the CCTV streaming media CSL channel, with data collected from the 2022 CSL season, comprising 18 teams and 306 games. On Tencent Sports, certain variables such as goals scored, total current points, red cards, team age, star players, and upload time significantly influence highlight video view counts, suggesting viewers' preference for exciting and high-scoring games. Distinct viewer preferences were observed on the CCTV streaming media platform. Viewers showed a strong preference for games with result uncertainty, indicating a liking for unpredictable outcomes. Matches that deviated from the predicted outcome generated greater fan interest. Regarding full game replays on the CCTV streaming media platform, there was significant demand among fans. Viewers tended to choose games featuring teams with higher current rankings and strong historical performances. The presence of star players and higher current points attracted more viewers to full game replays. However, the demand decreased for derby matches, older teams, and teams with higher average wages, which impacted the appeal of full game replay viewing. The results of this dissertation provide valuable insights into the distinct preferences and benefits associated with TV viewing demand and online streaming media viewing demand in the current sports market. Implications and contributions, limitations and directions for future research are discussed.