When TV providers show live, real time sports, they are encouraging connections and sparking passion; emotions of which every sports fan thrives on, writes Veset CEO Igor Krol
By Contributor
Published: July 22, 2021
When TV providers show live, real time sports, they are encouraging connections and sparking passion; emotions of which every sports fan thrives on, writes Veset CEO Igor Krol
target=_blank title=Share on LinkedIn class=share-linkedin>
Like many sectors, sports broadcasting has had the odds stacked against it over the last year. Dealing with postponed or cancelled events, empty stadiums and now an increasingly crowded schedule as the backlog of live events returns. On the plus side there is a huge appetite for sports content following the hiatus, which content owners can leverage, as long as they adopt a strategic approach.
Increase in demandSport naturally sparks loyalty in fans. After a highly disrupted year, the return of live sport broadcasts meant that fans could enjoy the familiarity of live, scheduled sports broadcasts on TV. The lack of new sports content during the pandemic, however, left fans hungry for alternatives and although fans are eager to return to live sports events, there is an ongoing demand for digital content.
There is a demand for a broader range of content, such as archive footage, sports documentaries and episodic content as consumers have shifted to wanting more thought provoking and engaging content. There has also been rising demand from wider demographics including older audiences and those wanting to see more from niche sports.
AudienceAlong with the audience's profile, viewing habits have also changed. With the option of attending live sporting events taken away and people spending more time at home, consumers have become aware of new ways to interact with sports content. A recent study found that social video provides a direct complement to linear TV, offering 75 per cent of the reach that linear provides.
With a growing trend in second screen viewing comes challenges and opportunities for TV content owners. Although the use of smart phones and tablets may take the viewers' attention away from the television, it gives content owners another method of reaching the audience. Often, viewers will use the second screen for social interaction during a live match, which provides additional touchpoints for engagement and targeted advertisements.
Additionally, with many consumers left with lower incomes as a result of the pandemic, consumers continue to want long term free-to-view content. This is great news for content providers who are able to generate revenue through advertising, and great for consumers who are able to consume sports content for free through traditional TV.
FormatsDiversifying sports offerings through alternative formats will enable broadcasters to reach wider audiences and increase revenue streams. While most of the value in watching sports comes from a live, scheduled experience, flexible cloud-based formats can be implemented to maximise engagement around key events.
The appetite for sport is still there, however, viewers are using alternative technologies and formats to access content. During a period of ongoing transition, content owners are having to experiment with different technology and platforms to gauge value. Taking the time to understand new behaviours means providers can tailor new experiences to the evolving needs of the viewers. Although OTT providers are gaining popularity, many sports fans are either unwilling to subscribe to an OTT service or unable to do so because of their set-top box or broadband connection.
Content ownersUser experience will continue to be a main factor for maximising engagement with existing customers and attracting new audiences. However, with changes in consumer habits, content owners must be willing and able to adapt to the requirements of the consumer.
The adoption of simplified linear TV management systems provides new methods to manage and operate their content delivery. Providers can leverage these new management methods to schedule and deploy live sports content easily and cost efficiently to platforms such as Twitch, for example.
As the sports industry continues to recover from the significant impact of the Covid pandemic, content providers must develop new ways to encourage fan engagement. To re-coup lost revenue, content owners will still need to diversify touchpoints to attract new audiences and keep existing ones. Exploring new viewing trends such as social watching and second screen viewing will offer new opportunities to reach targeted audiences, whilst driving fans back to the traditional ways of watching TV.
There is no doubt that linear TV is neither dead nor dying. When TV providers show live, real time sports games, they are encouraging connections and sparking passion; emotions of which every sports fan thrives on.
data-src=https://www.tvbeurope.com/wp-content/themes/tvbeurope/library/images/tvbe-subs.jpg width=729 height=90>
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
05/06/2026
RT Radio 1 Folk Awards to take place on Tuesday 10th November 2026, Vicar Street, Dublin
Moya Brennan, D nal Lunny, Mary Black and Christy Moore among previou...
04/06/2026
Steinberg DAWs now boast in-depth Tonalic integration
Celemony's innovative virtual session musician plug-in has just received an update that brings ARA...
04/06/2026
Get Hands-On With Over 20 Mic Brands
GearExpo UK is fast approaching, and if you've been looking for a chance to check out some new mics, then you'r...
04/06/2026
Combos feature new Amplifier Intelligence engine
Positive Grid's latest release sees the company introduce two new combo amplifiers that promise to offe...
04/06/2026
BackStory follows four Irish young people as they travel back to their parents' homelands
Modern Irish identity is enriched by cultures and influences from...
03/06/2026
Step sequencer-style panning tool revealed
Alongside their flagship self-titled sound-design platform, Sound Particles offer an array of creative effects an...
03/06/2026
Now features full H90 algorithm library
Eventide have announced the upcoming launch of the H9 Harmonizer Gen 2, a new and improved version of their hugely p...
03/06/2026
Significant discount available until 1 October 2026
Aim Audio have just announced a promotion that sees a significant discount applied to their Essence micr...
03/06/2026
Rohde & Schwarz to supply CERTIUM advanced communications system to Memmingen Ai...
03/06/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
03/06/2026
RT confirms multi-channel and free to air coverage of the expanded tournament with enhanced digital features and the return of Total Football for young fans
S...
03/06/2026
03 Jun 2026
VEON to Release 2Q26 Earnings on July 31, 2026 Dubai and New York, June 3, 2026 - VEON Ltd. (Nasdaq: VEON), a global digital operator ( VEON or t...
03/06/2026
RT has today announced Heineken 0.0 as the broadcast sponsor of their FIFA World Cup 2026 coverage.
The sponsorship, brokered by Dentsu, will see Heineken 0....
02/06/2026
Musically intelligent soft synth gets upgraded
Scaler Music will be probably be best known to many for their music theory tools, but their product range al...
02/06/2026
Powerful new vocal-production tool announced
Described as a vocal performance station , Klevgrand's latest plug-in combines pitch-correction with harmo...
02/06/2026
Launched alongside Go Green sale extension
McDSP have just released the latest addition to their APB line-up, DC-2 Dual Compressor, and have also announced ...
02/06/2026
Create custom tools for Ableton Live 12 Suite
Ableton have just introduced a new open JavaScript toolkit that allows anyone to create their own custom tools...
02/06/2026
Now features full H90 algorithm library
Eventide have announced the upcoming launch of the H9 Harmonizer Gen 2, a new and improved version of their hugely p...
02/06/2026
Plus UAD Half Yearly Sale now live
The latest arrival to the Universal Audio range delivers a new native pitch-correction plug-in that's capable of deli...
02/06/2026
Rohde & Schwarz to present comprehensive performance, conformance and spectrum-m...
02/06/2026
BTL Laboratory becomes Taiwan's first test house with a CTIA Certification c...
02/06/2026
If you've kept up with this article series, you know by now where to start w...
02/06/2026
With new DSP configurations and flexible licensing options, Calrec is removing the barriers to virtualised audio, giving broadcasters the freedom to scale produ...
02/06/2026
02 Jun 2026
VEON Closes USD 1.4 Billion Bond Offering, Refinancing 2027 Notes A...
02/06/2026
Praise for series three:
The Times - sun-dappled pleasure
The Daily Mail - The Homes Counties' Charlie's Angels
The Sun - 4* this [is an] enjoya...
02/06/2026
Wuppertal June 2, 2026
Gudrun Scharler Appointed CEO of Riedel Networks The Riedel Group today announced the appointment of Gudrun Scharler as CEO of Riedel N...
02/06/2026
Trust has become a commercial issue With global advertising spend forecast to exceed US$1 trillion this year*, the commercial consequences of weak governance co...
02/06/2026
June sees Ireland's cultural calendar in full bloom, as RT Supporting the Arts showcases a vibrant and wide-ranging programme spanning music, theatre, visu...
02/06/2026
After The Traitors Ireland launched in 2025, Irish audiences proved to have a taste for the global hit reality show. This Bank Holiday Monday fans can indulge e...
01/06/2026
Category line-up & sponsors announced
Photo: Paul Clarke
The Production Music Awards (PMA) have announced that submissions are now officially open ahead of...
01/06/2026
New hybrid sample/synthesis instrument revealed
Excite Audio have just released the latest instalment in their Evolve series, which has been developed in co...
01/06/2026
Latest TONEX expansion captures three rare vintage amps
The newest addition to IK Multimedia's ever-growing TONEX line-up introduces a set of three incr...
01/06/2026
Musically intelligent soft synth gets upgraded
Scaler Music will be probably be best known to many for their music theory tools, but their product range al...
01/06/2026
Rohde & Schwarz Satellite Industry Days 2026 guided by the motto From Earth to ...
01/06/2026
Luxembourg, June 1, 2026 - SES, a leading space solutions company, and Viva, Mexico's ultra low-cost airline, launched fast and reliable multi-orbit satelli...
01/06/2026
Mardi 2 juin 14h00
FilmLight (ARRI), 10 rue Ren Boulanger, 75010 Paris
Rejoignez-nous pour d couvrir comment FLAPI (l'API FilmLight) peut transformer e...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
29/05/2026
The days are getting longer, the temperatures are rising, and playlists are filling up for the season. With summer around the corner, Spotify's global edito...
29/05/2026
New retro-inspired MPC announced
There are few devices that have gained the status held by Akai Pro's MPC range, and in recent years, the company have s...
29/05/2026
Save up to 30 on acclaimed titles
Following a successful launch at Superbooth 2026, Bjooks have revealed that they will be continuing the Kickstarter campa...
29/05/2026
Binaural monitoring application improved
Genelec have just released an update that brings some powerful new features to their HRTF-based binaural headphone ...
29/05/2026
6 June 2026 at SAE Institute, London, UK
IMSTA FESTA 2026 is almost upon us, with some of the biggest names in pro-audio set to descend upon SAE Institute i...
29/05/2026
cetecom advanced certifies Rohde & Schwarz test solution for hybrid and Next Gen...
29/05/2026
May 29 2026, 09:00 (PDT) Dolby and rednote Bring More Immersive Storytelling to...
29/05/2026
Youtube exclusive special drops today
Watch now
UKTV today announces another e...
29/05/2026
Genelec announces V2.1 for Aural ID binaural headphone monitoring application posted: 29/05/2026
Aural ID 2.1 enhances binaural monitoring for stereo and ...
When TV providers show live, real time sports, they are encouraging connections and sparking passion; emotions of which every sports fan thrives on, writes Veset CEO Igor Krol
