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ESPN Digital Media sets new mobile record for sports
Joseph O'Halloran
| 17 May 2014
With 49.6 million uniques and 764 million total visits, ESPN has set a new benchmark for mobile viewing in April 2014 across its digital assets.
comScore data found that the month was the eight consecutive in which more unique people visited ESPN on smartphones and tablets (49.6 million) than on desktop and laptops (32.0 million uniques, 2.8 billion minutes). Three-quarters of ESPN's users accessed content on mobile devices, which generated 2.6 billion minutes of usage. April was also the first month in which more than half of ESPN's unique digital users (52%, 34.0 million people) exclusively accessed ESPN content on smartphones and tablets. Nearly half (48%) of all time spent with ESPN digital content was consumed by mobile device users.
The sports broadcaster said that leadership in overall consumption across all key audience metrics in the digital sports category was driven by interest in the start of the NBA Playoffs and the MLB regular season. ESPN reached 66.1 million unique users across computers, smartphones and tablets, an increase of 27% from a year ago.
Sports fans spent 5.4 billion minutes using ESPN digital properties, a category record for the month of April. ESPN accounted for 30.1% of all sports category usage on digital platforms, more than the combined total of the next two properties, Yahoo! Sports-NBC Sports Network and MLB respectively.
ESPN also reported that fans watched 313.6 million ESPN digital video clips on ESPN platforms in April, up 24% from a year ago and the 11th straight month of year-over-year growth. Almost three-quarters (73%) of clips were viewed on computers, 20% on mobile devices and 6% on connected TVs. Viewers spent 482.4 million minutes with WatchESPN and ESPN3 live and on-demand programming across all platforms, up 97% from April 2013. 3.3 million unique devices streamed WatchESPN and ESPN3 content. ESPN networks and ABC sports television content generated 15 million tweets in April, accounting for a fifth of all TV-related activity during the month.
