The sports media sector is leveraging FAST, YouTube, rising engagement among YA and women audiences, and new tech to chart a new playbook.
Every SVOD streamer is angling for a slice of the sports pie. So are legacy free-to-air broadcasters, FAST channels, innovative new AI-driven technology purveyors, and, of course, YouTube. From new, emerging sports to massive events like the World Cup, the rules of the sector are being entirely rewritten.
Some stats to note: The increased availability of live sports across streamers has nearly doubled the importance of sports content (from 6.7% to 13%) for fans looking to access their favorite leagues and games, according to Hub Entertainment Research. The World Cup and NBA finals helped deliver a 118% boost to broadcast viewing in June, according to Nielsen’s Gauge. In Europe, a recent RTL AdAlliance white paper found that 55% of Europeans identify as sports fans, and engagement continues well beyond the broadcast: on average, weekly engagement includes 3.7 hours watching live sport, 2.5 hours on radio and podcasts, and over 4 hours across highlights, social media, blogs and sites.
“Sport is not a one-off exposure,” the RTL AdAlliance report said; “It is a continuous relationship.”
Despite the growth of digital platforms, “television remains the primary destination for live sport,” the RTL AdAlliance report continues. “74% of people say they prefer watching live sports on TV, while 52% also watch via streaming.”
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