About football fans and watching habits
Play Sports (Telenet) subscribers have been analysed based on their viewing behaviours from the latest football season 2018-2019 (at least what the Digibox, Yelo or Play Sport App reveal). Based on return path data, Telenet concluded that fans of KRC Gent (the ones most engaged with matches by Genk) proved to massively live in Limburg. Other clubs get a more diverse fan base.In the most extreme case, only 5% of the FC Brugge supporters live in the city itself. Play Sports went a little further: they drilled down the viewing habits of the different fans and concluded for instance that the fans of Zulte Waregem, STVV, Club Brugge and Genk would more likely watch Familie, while Thuis beter scores at those supporting KAA Gent, Lokeren, Anderlecht and Beveren. This type of target audience segmenting is original but it is worth mentioning that this analysis is made at best at household level (only the apps may be related to individuals).