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>
Most recent headlines
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...
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...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
21/04/2026
Cloud-based production isnt going anywhere, and BitFire is doubling down by prov...
21/04/2026
The topic of artificial intelligence has a stranglehold on the sports-video-prod...
21/04/2026
5G is still a hot topic in live event production, and this workflow continues to...
21/04/2026
At the 2026 NAB Show, Ed McGivern, GM and President of Appear US, discusses the ...
21/04/2026
Studio Network Solutions (SNS) has announced an on-premise AI suite designed for...
21/04/2026
Suite Studios has integrated its file-streaming technology into the newly announced Frame.io Drive, a desktop application from Adobe company Frame.io. The colla...
21/04/2026
Net Insight has integrated InSync Technology's FrameFormer into the Nimbra E...
21/04/2026
Fox Sports has selected Appear as a technology partner to support the next phase...
21/04/2026
Diversified has appointed Tyler Affolter as Chief Revenue Officer (CRO) to lead the company's commercial organisation. The appointment follows the firm'...
21/04/2026
Layercake has formalised the integration of Bitmovin's video streaming infra...
21/04/2026
The International Judo Federation (IJF) has extended its distribution partnershi...
21/04/2026
Glookast has launched the Cinnafilm Tachyon plugin for its Media Producer and Me...
21/04/2026
Eutelsat has entered into an agreement with Cadena Tres, a division of Grupo Ima...
21/04/2026
Dolby Laboratories and TV Azteca have partnered to introduce Dolby Atmos immersive audio to free-to-air television broadcasts. The implementation utilises the A...
21/04/2026
FOX Entertainment partnered with Verizon to overcome significant production hurd...
21/04/2026
Osprey Video has announced its technology showcase for the NAB Show 2026, highli...
21/04/2026
Riedel Communications (Booth C4908) introduced a range of new solutions at NAB S...
21/04/2026
The NAB Show is in full swing, and the SVG and SVG Europe editorial teams are chasing down the hottest stories from all over the Las Vegas Convention Center. He...
21/04/2026
Blackmagic Design has announced the URSA Cine Immersive 100G, an immersive cinem...
21/04/2026
Clark Wire & Cable is continuing its evolution from cable supplier to full-scale solutions partner for broadcast and live production. At the 2026 NAB Show, we s...
21/04/2026
Rashad Frett attends the 2025 Sundance Film Festival premiere of Ricky at Eccles Theatre on January 24, 2025, in Park City, UT. (Photo by George Pimentel/Shut...
21/04/2026
Five years ago, Spotify arrived in Pakistan, opening a new chapter in the country's music scene. Since then, local listeners have explored across genres, ge...
21/04/2026
Since its launch in 2020, RADAR has been our program for spotlighting emerging artists around the world. This year marks the sixth edition of RADAR Spain, our o...
21/04/2026
Offers compact wireless solution for pedalboards
Taiwanese audio brand Cloudvocal have announced the availability of a new pedalboard-friendly wireless syst...
21/04/2026
Latest hybrid sampling/synthesis instrument arrives
Arturia's Augmented series offerings rely on a mixture of sampling and synthesis, allowing users to ...
21/04/2026
Rohde & Schwarz to host Power Electronics Online Conference From Design to Vali...
21/04/2026
MAS and Lockheed Martin partner to establish an F-35 depot in Canada, enabling in-country sustainment and creating high-skilled aerospace jobs....
21/04/2026
Advertising strategies shift as competition grows for a large, active and qualit...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Layercake Deepens Bitmovin Integration to Power End-to-End Media Orchestration w...
21/04/2026
Cobalt Digital Announces Launch of blueCORE at NAB Show 2026: Compact Powerhouse...
21/04/2026
On-Premise AI Suite from Studio Network Solutions Debuts at NAB Show 2026
Melanie Ciotti April 21, 2026
0 Comments
Unlimited processing, no cloud depe...
21/04/2026
London, 21 April 2026 IBC today announced the appointment of Tim Banham as its first Chief Commercial Officer (CCO), a newly created role that reflects the or...
21/04/2026
Motion Design Tools - April 2026
Roland Kahlenberg April 21, 2026
0 Comments
Within 2 days, Maxon and Canva announced pro-level motion design apps - A...
21/04/2026
Chaos and Zero Density to Showcase Real-Time Ray Tracing for Virtual Studios and...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
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
