SAMPLE FINDINGS 2: CRICKET
Cricket is Finding Its Footing in Canada
Nearly 3 million Canadian adults follow professional cricket leagues and associations like the ICC (International Cricket Council), MLC (Major League Cricket) or IPL (Indian Premier League).
Of the Canadians who follow cricket, 44% identify as persons of colour (POC), with South Asian Canadians making up 36% of all POC cricket fans, making them nearly 3x more likely to follow cricket than the average Canadian.
Followers of professional cricket like the sport’s competitive nature (29%) and enjoy watching or following the sport with family and friends (24%), while 1 in 5 (20%) say it’s a sport they grew up with. Betting is also a key motivator to follow cricket with over 1 in 10 (11%) saying they follow the sport “to earn money from betting”.
83% of Canadians that watch cricket in a language other than English watch it in either Punjabi, Hindi, or Urdu, making these languages by far the most popular to watch the sport in.
86% of cricket followers watch live professional sports online, whether through websites, social media, or apps (topping out at 92% of those who follow in other languages), and are 2.2x more likely to watch via pay-per-view or a subscription service than the average Canadian 18+.
Of Canadian cricket fans that follow live professional sports online, 39% use Amazon Prime, 38% use YouTube TV, and 26% use ESPN+ to round out the top 3.
In terms of other pro leagues cricket fans are into, the NBA grabs their attention most, with 74% of cricket fans following the NBA at least occasionally. Given the similarities between baseball and cricket, it’s no surprise that MLB is a close second, with 73% of cricket fans tuning into the world’s top baseball league.