Reimagining Live Sports for the Fans of the Future

Media companies need to engage end users and understand what they want and when they want it: Not all consumers want the whole menu — some just want live sports, others only highlights, others behind the scenes and documentaries, etc.
— Senior Executive, Global Sports Governing Body

As sports fans in generations Z and Alpha come of age, they are expected to maintain their online-heavy media diet. By 2040, total TV hours watched per week are expected to drop by 15-20%. What's more, today's sports fans multitask: 57% of fans report browsing the internet while tuning into sporting events. In response, over 70% of sports executives see expanding content offerings beyond live events, augmenting live media experiences, and personalizing content and recommendations as essential ways to increase engagement with fans.

Finally, the rise of streaming platforms has further decentralized the sports media landscape, making content harder to find as well as difficult and expensive to access: 60% of fans report having issues accessing and discovering games for one or more of their most essential leagues. Executives believe that content syndication through rights sharing and where-to-watch guides; promotion strategies like live push notifications; and flexible pricing are integral to making live sports easier to watch. At the moment, reconsolidation in the sports media landscape is likely to follow one of two scenarios: a closed market with a small number of dominant platforms aggregating sports audiences; or an open market where live sports content is cheaper and easily accessible through multiple media outlets. 

Broadcasters and rights owners need a better understanding of the 'fan of the future' and must adapt their packaging to the shifting trends. The industry is at risk of missing out on the next generation of fans.

— President, Global Sports Federation