
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
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
15/10/2025
Across the world, early-career reporters are interrogating systems that shape daily life, from mortuaries and classrooms to the corridors of legal education and...
15/10/2025
Two years ago, Spotify set out to grow the entire publishing industry by making ...
15/10/2025
People turn to DJ for a listening experience that feels personal, dynamic, and j...
15/10/2025
Las personas recurren a DJ para vivir una experiencia de escucha personal, din m...
15/10/2025
Rock legend Bruce Springsteen and luminary actor Jeremy Allen White came togethe...
15/10/2025
At Spotify, we're all about supporting rising talent and helping them connec...
15/10/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
15/10/2025
Sheldon Nichols and Will Trickett to find and prepare more classic cars for budget conscious would-be owners from Wiser Films
UKTV have recommissioned the clas...
15/10/2025
Wednesday 15 October 2025
Nick Cave
JPEG (275 KB)
Explore the creative univer...
15/10/2025
Wednesday 15 October 2025
From breaking up with your partner to quitting your job - new polling shows some messages are just too scary to send
Over a fifth (...
15/10/2025
Rohde & Schwarz unveils compact MXO 3 oscilloscopes with 4 and 8 channels: Advan...
15/10/2025
Deployed by Astound Business Solutions, Harmonic's Primary Distribution Solution Ensures Outstanding Video Quality and Seamless Ad Insertion at the Edge
SA...
15/10/2025
Series coming in 2026 stars Tom Vaughan-Lawlor, Justine Mitchell and Jason O'Mara released today
RT today released first look images of new comedy-drama ...
14/10/2025
Lossless ist jetzt mit Spotify Premium verf gbar.
Verlustfreies Audio war eine...
14/10/2025
La qualit Lossless est disponible sur Spotify Premium.
Le format sans perte de...
14/10/2025
For the seventh edition of Spotify and FC Barcelona's artist jersey series, ...
14/10/2025
Spotify is committed to bringing the best listening experience to all our users, and that includes parents and families. That's why we're expanding mana...
14/10/2025
Since its debut, the Spotify Original podcast Caso 63 has been more than just a story; it's been a cultural sensation. The science fiction thriller captivat...
14/10/2025
Desde su debut, el podcast original de Spotify Caso 63 ha sido mucho m s que una historia: se ha convertido en un fen meno cultural. Este thriller de ciencia fi...
14/10/2025
Premiumanv ndare f r en avisering i Spotify-appen.
Lossless-ljud har varit en av de mest efterl ngtade funktionerna p Spotify och nu, ntligen, har den b rjat...
14/10/2025
Early next year, your favorite video podcasts are getting a bigger stage. Spotify and Netflix are teaming up to bring sports, culture, lifestyle, and true crime...
14/10/2025
Last week, the 4th global Safety Day took place at all SGL Carbon sites.
This years Safety Day focused on hazardous substances. Various information events, wor...
14/10/2025
Wuppertal October 14, 2025
University of Arizona Scales Up Broadcast Capabilit...
14/10/2025
Joe Wilkinson and David Earl will explore their favourite sitcoms together with help from stars such as Ricky Gervais
14th October, London: Comedians, writers,...
14/10/2025
The Sky Original event series - a symphony of genius, rivalry and vengeance - al...
14/10/2025
ESA awards Rohde & Schwarz for contributions to 30 years European Satellite Navi...
14/10/2025
Rena Ayer Joins Red Seat Ventures as Senior Vice President, Content & Talent Par...
14/10/2025
Imelda May explores her relationship with the Irish language through songs and sean-n s singing
Friday 17 October, 8.30pm on RT One and RT Player
Watch tr...
13/10/2025
** MEDIA ALERT **
VIZ Media Takes Center Stage at NYCC 2025 with World Premi...
13/10/2025
Nick Blood and Saffron Hocking lead casting for Hit Point, brand new original drama series for U and U&Dave
Developed & Produced by Urban Myth Films (a STUDIOC...
13/10/2025
The series from A24 will land in the UK & Ireland in 2026Monday 13 October 2025
...
13/10/2025
Fox Corporation Executives to Discuss First Quarter Fiscal 2026 Financial Result...
13/10/2025
Season 2 brings murder and West of Ireland humour - and rain - to our screens, with M ir ad Tyers joining the cast
Watch trailer here.
A small-town obituary w...
13/10/2025
The Katie Hannon Interview Live airs tonight & Wednesday night at 7pm
As part of RT 's comprehensive election campaign coverage, journalist Katie Hannon w...
10/10/2025
Friday 10 October 2025
To view this content, please enable our use of cookies. ...
10/10/2025
Today with David McCullagh to begin at 9am
Oliver Callan to move to 11am
Kieran Cuddihy to present Liveline
Louise Duffy moves to mid-afternoon
Katie Hannon...
10/10/2025
Tipperary, Cork and Dublin Championships to feature in first three weeks
Three weeks of top-class club hurling begins RT 's 2025 Club Championship coverage...
09/10/2025
This World Mental Health Day, Spotify is helping listeners slow down, reconnect,...
09/10/2025
Ariana Grande fans, the moment has arrived. Whether you've loved Ariana sinc...
09/10/2025
When we introduced the inaugural Spotify x JED Impact Award earlier this year, o...
09/10/2025
From its vibrant Indian origin to playlists spanning the globe, Punjabi music is having a moment. Today in India, it stands among the most-streamed music langua...
09/10/2025
** MEDIA ALERT **
Icons Akira Himekawa Bring New Fantasy Saga Kamudo to New ...
09/10/2025
Channel 4 and UKTV announce ground-breaking deal to carry UKTV's U service o...
09/10/2025
U to host Clash of the Comics
First ever UK television screening for sellout live event
9th October 2025, London: Clash of the Comics, the wild, unpredictable...
09/10/2025
coming to Sky and NOW on 19 JanuaryThursday 9 October 2025
To view this content...
09/10/2025
SAN JOSE, Calif. - Oct. 9, 2025 - Harmonic (NASDAQ: HLIT) is bringing its powerful fiber broadband innovations and deep expertise in accelerating fiber deployme...
09/10/2025
FOX Advertising Announces Strategic Partnership with Mobian Centered on Innovati...
09/10/2025
Deal provides managed connectivity services for energy operations across Europe and Africa.
09 October 2025, London, UK Arqiva, the leading media services an...
09/10/2025
After over 11 years on RT Radio 1, The Ray D'Arcy Show is set to come to an end this week Ray presented his show for the final time yesterday.
During it...