An exploration of English Premier League YouTube Highlights consumption: unexpected outcomes and Schadenfreude

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dc.check.date2027-05-30en
dc.check.infoAccess to this article is restricted until 18 months after publication by request of the publisheren
dc.contributor.authorO’Leary, Daraghen
dc.contributor.authorButler, Roberten
dc.date.accessioned2025-11-05T09:59:30Z
dc.date.available2025-11-05T09:59:30Z
dc.date.issued2025en
dc.description.abstractResearch Question: This paper develops a conceptual model for the consumption of post-match content in the English Premier League which adjusts for the differences between live and post-match content and incorporates the role of supporter preferences for match outcome, with a particular focus on Schadenfreude. Research Methods: Ordinary least squares regression techniques are used to examine whether the consumption of Premier League post-match content increases when the Big-Six teams fail to win. Observing more than 1,100 fixtures, over 3 seasons, we examine how match results influence the consumption of highlights videos uploaded by the official Sky Sports’ Premier League YouTube channel. Results and Findings: Findings indicate that there is a positive relationship between the points dropped by Big-Six teams and the consumption of highlights - possible evidence of Schadenfreude tendencies among fans. Additionally, fixtures where Big-Six teams drop points at home seem to stimulate post-match content consumption more than fixtures where Big-Six teams drop points at another team’s stadium. Implications: We argue that these findings suggest that consumer utility is potentially greater when bigger teams lose. This is possibly due to consumer preferences for unexpected outcomes or the pleasure associated with watching a big rival lose.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationO'Leary, D. and Butler, R. (2025) 'An exploration of English Premier League YouTube Highlights consumption: unexpected outcomes and Schadenfreude' [forthcoming], European Sport Management Quarterly, pp. 1–19. https://doi.org/10.1080/16184742.2025.2578530en
dc.identifier.doi10.1080/16184742.2025.2578530
dc.identifier.eissn1746-031Xen
dc.identifier.endpage19
dc.identifier.issn1618-4742en
dc.identifier.journaltitleEuropean Sport Management Quarterlyen
dc.identifier.startpage1
dc.identifier.urihttps://hdl.handle.net/10468/18150
dc.language.isoenen
dc.publisherTaylor & Francisen
dc.rights© 2025, Taylor & Francis. All rights reserved. This is an Accepted Manuscript of a forthcoming article.en
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/en
dc.subjectEconomics of Sporten
dc.subjectPremier Leagueen
dc.subjectHighlightsen
dc.subjectConsumptionen
dc.titleAn exploration of English Premier League YouTube Highlights consumption: unexpected outcomes and Schadenfreudeen
dc.typeArticle (peer-reviewed)en
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