How the sports media world is undergoing a seismic shift

Key Points

  • Sports fans are increasingly using second screens during live broadcasts to engage with friends, check social media, and watch highlights.
  • YouTube has seen a 45% increase in sports content viewing in 2024, driven by highlights and exclusive NFL coverage.
  • Content creators like Mark Goldbridge provide alternative sports experiences through live watchalongs, attracting large audiences.
  • Streaming platforms are becoming lucrative for rights holders, with U.S. streaming sports media rights value nearly doubling since 2015.
  • Innovative streaming deals are more common in less developed markets like Brazil, where social media platforms are used for broadcasting.

Summary

The article discusses the evolving landscape of live sports broadcasting, highlighting the trend of fans using multiple screens to enhance their viewing experience. A significant majority of sports fans now engage with second screens during live events, either to discuss the game or to consume additional content like highlights and influencer commentaries. YouTube has capitalized on this trend, witnessing a 45% increase in sports content viewing in 2024, largely due to its exclusive NFL coverage and the popularity of sports highlights. Content creators like Mark Goldbridge have emerged as key players, offering alternative viewing experiences through live watchalongs, which not only engage fans but also help broadcasters reach global audiences. The value of streaming sports media rights in the U.S. has nearly doubled since 2015, driven by competition from major streaming services. However, traditional broadcasters in Europe face challenges, with some markets showing stagnation in media revenues post-Covid. Innovative streaming deals are more prevalent in less developed markets like Brazil, where social media platforms are utilized for broadcasting. Traditional broadcasters are adapting by exploring new content formats and launching their own streaming services to meet the growing demand for live sports content.

cnbc
January 6, 2025
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