The rise of sports OTT has introduced a new wave of competition and innovation into the market.
And as a result, traditional providers have been prompted to adapt their pricing, packaging and overall value propositions to stay successful.
Meanwhile, several emerging specialist sports OTT aggregators are creating value-for-money global offerings, aggregating tier two and three rights not acquired by pay-TV providers. Of course, this proliferation of sports OTT services and providers potentially reduces demand for pay-TV.
With this in mind, Is sports OTT on the verge of transforming the pay-TV industry for good?
As part of the latest Pay-TV Innovation Forum, we spoke to a number of executives to get their insights.
Amir Peled, Head of OTT Services at Swisscom thinks that sports, couple with gaming, will be the major growth stories over the next five years.
We envisage a world where you could blend someone's Instagram story from a football stadium with a live stream in a way that combines the professional match footage with specific points of view from the live audience , he says.
Taking the in-stadium experience to the viewer at home - thats where we see the future of sports , he adds.
Meanwhile, Alex Borthwick, Head of Subscription Sales and Marketing at RugbyPass, considers the value of on-demand content, not just the unique thrill of live sports.
He explains, consumers may miss the live match but still want to watch it, especially with European rugby matches that kick off at midnight (or later) Australia time. Consumers want the option to watch at a time that is convenient for them.
His colleague Richard North, Chief Strategy Officer at RugbyPass, is keen to emphasise the importance of adapting to the changing landscape.
Many young consumers engage with their preferred sports through YouTube, Snapchat, Instagram and Facebook. It is important that we drive user engagement here through - for example - highlights and clips , he says.
The key to engagement, ultimately, is recognising the new ways that fans engage with content. As Richard explains, we need to recognise that individuals creating cool content mashups in their bedroom can play a key role in driving engagement among younger fans.
We must move away from a world where individual rights holders can shut these people down, learning instead how to support and harness their work to the benefit of the sport , he concludes.
But how will OTT sports content continue to evolve? Russell Stopford, Chief Digital Officer, Paris Saint Germain FC, thinks it will grow beyond the 90-minute slot on a Saturday afternoon.
Sports broadcasting is increasingly about how we can package up the whole pre-match, in-match, halftime and post-match experiences - as well as how we engage fans during the four, five, or even six days a week when football is not being played , he says.
It is clear that there will be growth in OTT for year to come and the industry recognises the need to adapt and innovate. When all the pieces are put together correctly, operators and content owners will be able to reach more fans than ever, and fans will find a deeper level of engagement with their favorite teams than they ever could before.
Find out more about the Pay-TV Innovation Forum and download its special report on The Global Market for Premium Sports OTT Services.
Meet with us at SportsPro OTT Summit in Madrid or contact us to find out how we can help you to adapt to the changing sports OTT environment.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/10/2026
Three new compact pedals announced
Warm Audio have just introduced a new guitar pedal line-up that offers compact, pedalboard-friendly versions of some of t...
06/10/2026
Drum-replacement tool gets major overhaul
WaveMachine Labs have announced that the latest version of their drum-replacement software is now available, and i...
06/10/2026
Firmware update implements user-requested features
Arturia's stage-going keyboard series has just received a significant update that addresses some of t...
06/10/2026
(4:51 PM) Wiesbaden, October 06, 2026. Based on business performance to date, pa...
06/10/2026
Tuesday 6 October 2026
Official trailer released for The Good Daughter ahead of...
06/10/2026
Savanyu reports getting more gain from the sound system, which he credits to the capsules asymmetrical supercardioid pickup pattern.
Even with less-than-ideal...
06/10/2026
Andrew Trimble delves into the author's Belfast upbringing
Thursday, 8 Octo...
05/10/2026
New multi-pattern LDC revealed
Austrian Audio have announced the upcoming launch of a new multi-pattern large-diaphragm capacitor mic that occupies the midd...
05/10/2026
Software gains Tonex Board rig support
When IK Multimedia launched the Tonex Board, they mentioned that it would soon be followed by a significant update to...
05/10/2026
Offers a modern take on classic chorus effects
fedDSP's latest creation has been designed to offer a modern take on the classic chorus effect, combining...
05/10/2026
FOX Deepens Investment in the Creator Economy, Expanding Leadership Team to Acce...
05/10/2026
RT will provide comprehensive coverage and analysis of Budget 2027 across online, radio and television on Tuesday 6 October, with extensive reporting and analy...
04/10/2026
Dedicated streaming mic gets an overhaul
Following on from the success of their dedicated streaming microphone, the MV6, Shure have announced the launch of ...
02/10/2026
v1.9.3 introduces AUv3 support
Roland have just released an update that kits their free iPad-based software synth out with AUv3 support, meaning it can now ...
02/10/2026
Dolby Atmos support, AI-powered stem separation & more
The latest version of MOTU's DAW software is now available, and marks a major step forward with t...
02/10/2026
Portable DAC created in collaboration with Steve Levine
British hi-fi experts iFi audio have unveiled a new Master Tuned variant of their praised iDSD GR2 p...
02/10/2026
In our latest blog, Tim Pearson looks at streaming piracy from a different lens, focusing on digital trust, consumer risk, and the future of subscriber protecti...
02/10/2026
Featuring performances recorded in Cork, Kilkenny, Wesmeath and Dublin culminati...
02/10/2026
Friday 2 October 2026
Crystal Lake, a Friday the 13th' prequel series, com...
02/10/2026
Friday 2 October 2026
Sky VIP helps families celebrate the Christmas season wit...
02/10/2026
How the fertility sector in Ireland remains unregulated
Undercover filming reveals how without proper regulation the promotion of controversial fertility treat...
02/10/2026
Transforming Homes, Transforming Lives
Presenter Baz Ashmawy and his team take on four life-changing builds across Kildare, Limerick, Wicklow and Offaly in the...
01/10/2026
Third collaboration with celebrated composer
Spitfire Audio have once again teamed up with Grammy-nominated composer, producer and technologist BT, creating...
01/10/2026
FL Studio gets dedicated grid controller
Novation have teamed up with FL Studio developers Image-Line to create another dedicated controller for the popular...
01/10/2026
Six new USB interfaces introduced
Universal Audio's USB audio interface line-up has just been refreshed, gaining six new models aimed at musicians, prod...
01/10/2026
Siretta's SNYPER-5G cellular network analyser has been shortlisted for the IoT Global Awards 2026.
The IoT Global Awards recognise products, services and o...
01/10/2026
Mesh Broadcast Services Fits Big-Truck Audio Power into Compact Eclipse Unit with Calrec Argo M Canadian OB company Mesh Broadcast Services has fitted its Eclip...
01/10/2026
X-Rite Pantone Launches Spectura to Advance Connected Color Quality from Lab to ...
01/10/2026
Thursday 1 October 2026
Nominees revealed for 2026 Sky Arts Awards
Current slide, 0 0, undefined1
0
Irish National Opera and Jennifer Walshe: MARS
Jacob Al...
01/10/2026
Vital TV antenna replaced at SudburyHelicopter and broadcast engineers work together to upgrade TV services for 1.5M in the East
--
Share to Linkedin
Octobe...
01/10/2026
Arqiva appoints Simon Duffy as ChairSimon Duffy joins as Chair effective 01 October 2026
--
Share to Linkedin
October 1, 2026
Press Office
01 October 2026...
01/10/2026
Season 4 of the multi-award-winning hit entertainment series The 2 Johnnies Late Night Lock In is back, serving up another round of unpredictable laughs, unforg...
01/10/2026
New season begins Sunday, 4 October at 6pm on RT lyric fm and RT Listen
RT lyric fm's arts and culture documentary series The Lyric Feature returns on S...
01/10/2026
RT is proud to continue its commitment to supporting and celebrating the arts across Ireland this October, highlighting a vibrant programme of theatre, music, ...
30/09/2026
Add an envelope generator to any plug-in
Sync Audio's latest creation is a handy utility plug-in that can be used to combine and modulate other effects ...
30/09/2026
All-analogue tape-style drive joins Series A
Strymon's reputation was built on their digital knowhow, so many were surprised (and intrigued) when they a...
30/09/2026
Two new expansion packs released
Sonuscore have just introduced two new expansion packs for The Pulse, its production engine instrument for modern cinematic...
30/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
30/09/2026
Luxembourg, September 30, 2026 - SES and Sky have extended their long-standing partnership in a new multi-year agreement for direct-to-home (DTH) satellite serv...
30/09/2026
New Solution Expands Harmonic's Network Intelligence Portfolio and Brings Comcast-Developed Fiber Monitoring Technology to Broadband Operators, Providing Re...
30/09/2026
How to Shop Well Now starts Monday at 9.35pm
on RT One and RT Player
On the...
29/09/2026
Two new plug-ins launch alongside updated bundles
Zynaptiq have just announced the launch of two new plug-ins, alongside new and improved versions of two of...
29/09/2026
All-in-one bus processor revealed
Wes Audio's ng product range has come a long way since it was first introduced, and now includes a tasty selection of ...
29/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/09/2026
CMA Imaging, Sun Chemical, and X-Rite Pantone Help Brands Accelerate Metal Packa...
29/09/2026
NOT FOR RELEASE, PUBLICATION OR DISTRIBUTION IN OR INTO OR TO ANY PERSON LOCATED OR RESIDENT IN, OR AT ANY ADDRESS IN, THE UNITED STATES OF AMERICA, ITS TERRITO...
The rise of sports OTT has introduced a new wave of competition and innovation into the market.
