Interest in the UEFA Euro 2024 is considerably high globally, with Africa and the Asia-Pacific region standing out in their interest for broadcasts of the competition, the latest TGM Global Euro Report 2024 shows.
The survey was conducted by TGM Research (TGM) a technology-driven market research company that specializes in global online data collection and innovative survey technology. Internet interviews were carried out across 26 countries from the 10th – 28th of May 2024, targeting a representative sample of adults aged 18 to 55+.
A total of $35 billion will be wagered on the 2024 cup, a 65 percent increase on the previous edition after a surge in online gambling during the pandemic, Barclays Plc analysts showed, with interest in the European national team competition also running high.
Overall, the survey results in APAC reveal that over the past 5 years, the FIFA World Cup, the UEFA Champions League, and the UEFA European Championship (Euro Cup) have led the chart as the top three most-followed football competitions.
A recent report by Chinese online travel agency giant Trip.com Group showed that sports tourism is soaring from the Asian market for the UEFA Euro 2024, with a corresponding surge in sports betting activity, with bookings from Asian travelers heading to Germany increased by 125 percent.
The authorities of several Asian countries have also issued several warnings regarding a surge in illegal football betting ahead of the upcoming UEFA European Football Championship.
Globally, 57 percent of the TGM survey respondents showed interest in UEFA Euro 2024, with Africa leading at 40 percent, followed by the Asia-Pacific region at 29 percent. Traditional TV remains the preferred viewing method worldwide, but digital streaming is rapidly gaining ground, particularly among younger viewers.
Surveying the Asia-Pacific region, a strong 68 percent of the population expresses interest in football. This passion is particularly high in India (81 percent), Indonesia (80 percent), and Thailand (68 percent), reinforcing their positions as the region’s top football enthusiasts.
The TGM research covered five APAC countries, with AGB analysing the findings included in the India, Indonesia, and Australia reports.
In India, 79 percent of football fans express interest in UEFA Euro 2024, with 100 percent planning to watch at least one game, the report shows.
Traditional TV broadcasts remain the dominant medium, preferred by older demographics, while younger fans increasingly turn to streaming platforms. This trend highlights a shift towards digital consumption among tech-savvy younger viewers, who appreciate the flexibility of streaming services.
Indonesia displays an even higher level of interest, with 81 percent of fans excited about the tournament. Similar to India, all surveyed Indonesian fans plan to watch at least one game. Public viewing in bars and communal spaces is particularly popular, fostering a vibrant, social atmosphere that enhances the excitement of the matches.
Across both countries, there is a notable generational divide in viewing preferences. Older fans (55+) prefer watching games on traditional TV, while younger audiences (18-34) lean towards streaming services. This shift underscores the growing influence of digital platforms in shaping modern sports consumption.
Australia shows robust engagement with UEFA Euro 2024, with 68 percent of fans planning to watch the tournament. Traditional TV broadcasts dominate with 61 percent, but streaming services and public viewings are also popular, indicating a balanced preference among Australian fans.
