AI, immersive and streaming: Nikon looks ahead to the technological revolution of the sports broadcasting industry
By Marius Merten, Nikon sports broadcast manager.
As we close the chapter on 2024, the sports broadcasting industry stands at a fascinating crossroads. This year has been a whirlwind of technological advancements, shifting viewer habits, and strategic manoeuvres by major players. The landscape is evolving at a breakneck pace, and if 2024 is any indication, 2025 promises to be even more transformative. Here’s my take on the key changes we’ve seen this year and what we can expect moving forward.
Rise of immersive technologies
One of the most significant trends in 2024 has been the integration of immersive technologies like augmented reality (AR) and virtual reality (VR) into sports broadcasting. These technologies have revolutionised the ways sports programmes are produced and enhanced the viewing experience, offering fans unprecedented levels of interaction and immersion. Nine’s groundbreaking use of set extension and AR at the Olympics is an excellent example of how innovation has not only enhanced the fan experience but also demonstrated the value that remote camera robotics can bring in helping to open up new revenue streams while creating cost savings for broadcasters.
AI and machine learning
Artificial intelligence (AI) and machine learning (ML) have become indispensable tools in sports broadcasting. These technologies are being used to personalise content, provide real time statistics, and offer predictive insights that keep viewers engaged. The NFL, for instance, has been leveraging AI to deliver tailored content to fans, enhancing their overall experience. This trend is likely to continue, with AI and ML becoming even more integrated into the production and delivery of sports content.
Streaming wars intensify
The battle for streaming supremacy has reached new heights in 2024. Traditional broadcasters are feeling the heat as streaming giants like Amazon Prime Video, ESPN+, and DAZN continue to secure exclusive rights to major sports events.
This shift has been driven by changing viewer preferences, with more fans opting for on-demand content over traditional TV broadcasts. The competition for exclusive rights has also led to skyrocketing costs, putting pressure on media companies to innovate and find new ways to monetize their content.
Social media the new frontier
Social media platforms have become crucial players in the sports broadcasting ecosystem. Now offering higher quality live streaming and increased levels of interaction means fans are turning to newer platforms like TikTok and even Instagram for highlights, commentary, and behind-the-scenes content.
This trend has forced broadcasters to rethink their strategies, focusing more on creating shareable, bite-sized content that can capture the attention of social media users. The NFL alone has over 15 million Tik Tok followers, and the integration of social media into sports broadcasting has opened up new opportunities for fan engagement and monetisation.
Challenges of market fragmentation
Despite the growth and innovation, the sports broadcasting industry faces significant challenges. Market fragmentation remains a major issue, with viewers having to subscribe to multiple services to access their favourite sports content.
This fragmentation has led to viewer frustration and has forced broadcasters to explore bundling strategies and partnerships to offer more comprehensive packages. The challenge for 2025 will be finding a balance between exclusivity and accessibility, ensuring that fans can enjoy their favourite sports without breaking the bank.
Predictions for 2025
Looking ahead to 2025, I foresee several key trends that will shape the future of sports broadcasting:
Increased adoption of AR and VR: As the technology becomes more accessible and affordable, we can expect to see even more immersive experiences being offered to fans. Broadcasters will continue to experiment with AR and VR to create unique viewing experiences that set them apart from the competition.
AI-driven personalisation: AI will penetrate other areas of sports production, which is crucial for the survival of sports. The visibility and cost efficient scalability of sports productions will enable the generation of more and customized content. Robotic cameras will be moved live using AI technology, while replays, highlights, and image editing will be automated.
The entire sports production process will be rethought with AI, making it a disruptive, continuous process that cannot be stopped. AI and ML will also play an even bigger role in personalising content for viewers. From tailored highlights to predictive analytics, these technologies will help broadcasters deliver more relevant and engaging content to their audiences.
Consolidation in the streaming market: The streaming wars will likely lead to further consolidation, with major players acquiring smaller services to expand their offerings. This consolidation will help reduce market fragmentation and provide viewers with more comprehensive content packages.
Expansion of social media integration: Social media will continue to be a key player in sports broadcasting. Broadcasters will invest more in creating content specifically for social media platforms, leveraging their reach to engage with younger audiences.
Sustainability and ESG focus: Environmental, social, and governance (ESG) considerations will become increasingly important. Broadcasters will adopt more sustainable practices, from remote production to reducing carbon footprints, in response to growing consumer demand for environmentally responsible content
The sports broadcasting industry is undergoing a revolution driven by technological advancements and evolving viewer habits. 2024 has been a year of significant transformation, but the journey is far from over.
As we move into 2025, broadcasters must continue to innovate and adapt to stay ahead. The future of sports broadcasting is bright, with AI set to penetrate other areas of sports production. This evolution is crucial for the survival of sports, enhancing visibility and enabling cost efficient scalability to generate more and customised content.
AI will drive the use of robotic cameras, automate replays, highlights, and image editing, and rethink the entire sports production process. New products will come up. This disruptive, continuous process cannot be stopped, promising an exciting future for the industry.