A fan posted a video on social media during the Euro 2024 semi-finals.
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The world of live sports is undergoing a transformation as people use more screens to curate their broadcast experiences.
today, Most sports fans Say they use the second screen during live broadcasts because they discuss the game with friends or check social media. At the same time, more and more young fans are turning to video platforms to watch highlights, listen to influential live commentary and participate in the communities built around sports.
YouTube is one of the biggest beneficiaries. The platform is owned by parent company Google lettersaw Sports content viewing increased by 45% In 2024, people will be searching for highlights from the Paris Olympics and watching YouTube’s exclusive NFL coverage on Sundays.
Content creators like Mark Goldbridge help the platform provide an alternative sports experience.
“People are no longer just watching Sky Sports at half past four, they’re multitasking,” Goldbridge told CNBC, referring to Europe’s top sports broadcaster. “They are participating in our live chat; they are playing video games (such as) Championship Manager and have sports playing in the background.”
His live broadcasts regularly attract more than 250,000 viewers and provide broadcasters with another way to reach a global audience. In November 2024, Sky Sports Austria granted Goldbridge the rights to live stream Austrian Bundesliga football matches as part of his watch on YouTube, helping him reach his community of 1.3 million followers.
The popular football show “Hors Jeu” is broadcast live on Twitch and YouTube.
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For rights holders, the migration of viewers to streaming platforms is extremely profitable. Competition comes from Amazon, Netflixand disney Helped increase the value of U.S. streaming sports media rights It is estimated to be US$14.6 billion in 2015, rising to nearly US$30 billion by 2024 Standard & Poor’s.
While these deals are becoming more common in the United States, not all countries are keeping pace.
“To some extent, European markets such as Germany, France and the UK have seen more stagnation,” Ben Stevenson, head of insights at research firm SportBusiness, told CNBC. “Post-COVID-19, media revenue in these markets has declined, and teams Or leagues tend to prefer the guaranteed ratings that come with traditional broadcast deals.”
The fastest changing market
The dominance of traditional broadcasters in Europe and North America means that streaming innovation often originates in less developed markets.
“Rights holders are looking for deals with traditional broadcasters because they can get guaranteed revenue,” Stevenson said. “As a result, deals with streaming media emerged in a market that lacked media rights deals that met certain minimum guarantees.”
In Brazil, where top flight broadcast rights are owned by football clubs rather than leagues, broadcasts have shifted to social media. In 2022, CazéTV, the production company owned by LiveMode agency and popular Brazilian streamer Casimiro, acquired the rights to broadcast live matches from Rio de Janeiro’s state league along with live reactions from its own commentators.
A fan listens to the live commentary on his mobile phone during the Barclays Women’s Super League match between Manchester United and Aston Villa.
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The success of the format has led to CazéTV acquiring the rights to broadcast 50% of FIFA 2022 World Cup matches on Casimiro’s own Twitch and YouTube channels. LiveMode co-founder Sergio Lopes told the StreamTime Sports podcast that Casimiro’s live broadcasts are watched on 48 million different devices, and people watch the live broadcasts to understand the anchor’s reaction to every pass or play.
Through Casimiro’s comments on CazéTV, FIFA was able to avoid cannibalizing its own participation while advertising its premium channels.
Stevenson said these shifts present opportunities for traditional broadcasters to develop lucrative new content formats. “By switching from direct broadcast to digital programming, the value of F1’s deals increased from about $4 million a year to about $80 million a year,” he told CNBC.
Meanwhile, Britain’s Sky Sports station is also rushing to adapt. In August 2024, it launched its own streaming service to meet growing demand for live sports, allowing them to watch four times more lower league football matches, as well as a wider range of tennis, golf and other sports Event coverage.
Revealed: Comcast owns CNBC parent NBCUniversal, which also owns Sky Sports.
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