The rather simple expedient of giving people what they want, wherever they want it on any device has propelled Eurosport as the leading multimedia platform in Europe, according to the 2011 EMS Summer Survey.
Specifically the survey carried out by EMS, showed that Eurosport’s combined 55% reach across TV, online and mobile out-stripped nearest rivals MTV by 12% and Discovery and CNN by 3 % and 4% more respectively.
Eurosport believes that the survey shows that sport remains the key audience driver across all times categories and ahead of other genres such as news with premium rights as a key audience driver. The channel is available in 11 language versions (four co-branded with Yahoo!) and boasts 14 million unique users in Europe according to comScore results. It says that it provides over 50 news flashes per hour and 60,000 stories per year.
The data shows that Eurosport 2 was one of Europe's fastest growing TV channels with a 25% gain in share compared with 2010. Acquisition of rights to the Bundesliga—which Eurosport 2 exclusively broadcasts live to 23 territories in a deal lasting until 2015—generated highest shares in Central and eastern European countries such as Hungary (31%), Poland (26%) and the Czech Republic (21%).
The other plank in the impressive growth was the company’s online TV and mobile TV strategy mobile strategy. Eurosport.com showed a monthly reach of 7.2 million, an increase in online reach of 8.5% compared with 2010.
Eurosport.com's iPhone, iPad, Android and Blackberry apps are used by an average of 2.2 million Europeans visiting every month, a 13% increase on a year on year basis. The iPad news and results app, the only tablet product to date, has been downloaded over 400,000 times.
Speaking to Rapid TV News, Jean-Thierry Augustin, Managing Director, Distribution, Rights Acquisition and Development, said that it was essential for Eurosport to keep up this momentum over 2012. “We will continue to develop as we have [such as] our multi-screen proposition. Pay-TV is becoming a in the strategy of operators. People want to see great content.”