The Isle of Man government has been understandably quick off the mark to release a battery of statistics displaying significant 2023 audience growth for its TT-related digital TV broadcast and social media platforms – stacking on 228% in audience size since first launched last year.
The core digital broadcast strategy’s TT+ online streaming channel has once again proved to be a resounding success. With a 66% increase in the total number of subscribers this year so far, TT+ has now accumulated 220,000 subscribers from some 180 countries.
TT race fans worldwide were able to access full real-time coverage of every race and qualifying session for the second year in a row, thanks to the TT+ Live Pass, available as a one-time online purchase for £19.99 or equivalence in euros and US, Canadian and Australian dollars. Live Pass broadcast coverage also included commentator insights and analysis, along with exclusive rider interviews both before and after each race.
The 2023 TT+ Live Pass achieved an 11.9% uptake increase to 64,000 individual purchases, equating to an approximate gross revenue of £1.28m. Set against the harsh reality of annual Manx government motorcycle sport insurance costs approaching a million quid, this has to be a useful sum.
The peak live television audience was on Sunday 4 June for the RST Superbike TT, followed by Saturday 10 June for the Milwaukee Senior TT. European viewers accounted for 81% of the total audience, with America and Australia taking up a large proportion of the remaining market share. While the UK audience also grew, its overall share compared to overseas uptake dropped by 11%, stressing a global reach increase.
A post-event TT+ Pass is now available, discounted to £9.99, offering the opportunity to watch 40 hours of previously broadcast coverage on demand. UK fans could also access a package of highlights programming on the ITV4 and ITVX channels. These shows attracted a cumulative audience of nearly 4.5 million, with a peak of half a million viewers for the RL360 Superstock coverage starring Peter Hickman’s new outright TT lap record. Highlights of the 2023 TT races were broadcast across various international TV networks too.
In addition to paid-for coverage, there were also a number of free services for following TT race action. These included enhanced official online live timing, which enjoyed an increase in the proportion of global users, and Radio TT.
The latter continued a long-established history of providing sound race commentary on 1368AM, now supplemented by split-second timing data to provide a new level of immediacy and accuracy. Radio TT saw 29% growth in unique reach this year. And although the majority of listeners came from the UK, Isle of Man and Ireland, commentary via Manx Radio’s website meant a wider audience in the USA, Germany, Australia, Netherlands, Spain and France.
Daily web-enabled TT Podcasts, featuring in-depth discussions and analysis, plus “access all areas” coverage from the riders’ motorhomes to the startline, went online throughout the TT fortnight as well. This daily TT Podcast edition featured in the UK Top 20 Sports Podcast charts for a second consecutive year, peaking at position 13, and topped the charts in some European countries.
Another developing aspect of the TT’s digital strategy is year-round delivery of free-to-access content via official social media channels across Facebook, Twitter, Instagram, TikTok and YouTube. Since January 2022, these have grown by more than 180%, with a total audience of more than one million from a near-standing start 18 months ago.
Video-based platforms are primarily responsible for the high levels of growth. TikTok was the fastest growing during the event period, increasing followers by more than 110%. The TT’s YouTube channel has also grown its audience size by 90% in the past 12 months, increasing impressions by 123% compared to the previous period.
Commenting on this undoubtedly strong performance, Isle of Man government head of motorsport Paul Phillips said: “Through our broadcast strategy, we have managed to remove geographical barriers to fans worldwide wanting to access the Isle of Man TT Races. This level of visibility will bring wider benefits for the Isle of Man as well as ensuring the long-term sustainability of the event itself.
“As the TT gains more followers and customers from around the globe, the event becomes increasingly sustainable and allows us to plan for the long term, continually improving the experience for everyone involved – the fans, competitors, teams, officials and our commercial partners.”