New frontiers: EMG/Gravity Media discusses how sports broadcasting is adapting to a new generation

By Steve Norris, EMG/Gravity Media director of production and content.

In the dynamic world of sports broadcasting, the battle for audiences has never been more intense, a point illustrated by the global value of sports media rights which hit new heights at nearly $56 billion last year. This fiercely competitive landscape is being reshaped by varying demographic preferences, particularly around how different age groups choose to watch sports.

As a result, understanding and adapting to these preferences is a core requirement for the long-term success of a wide variety of sports and broadcasters alike.

Younger audiences

Key to this adaptation is engaging the younger sports audience. This demographic, characterised by their preference for immediate gratification and access to content, is reshaping the presentation of sports events and the operational dynamics of the outside broadcasting industry.

This shift in preference is evident in how younger sports fans interact with sports content. According to a study by YouGov, younger audiences favour digital platforms over traditional sports viewing methods. This demographic is significantly more engaged with sports through social media and streaming services, indicating a definitive shift towards digital consumption. This insight is crucial for broadcasters who need to adapt their content distribution strategies to meet these changing preferences.

Research carried out by Nielsen further illustrates this trend, revealing that younger viewers are not just following more sports but are also doing so through different mediums. They show a marked preference for viewing sports on smartphones or tablets and are more inclined towards on-demand content. This demographic is also more likely to multitask while watching sports, engaging with digital platforms like fantasy sports leagues and games. This multitasking behaviour has led to a demand for more interactive and integrated viewing experiences and is becoming a way for sports and their broadcast partners to deliver the innovation and excitement younger fans are increasingly looking for.

Personalisation and interactivity

In this context, the role of personalisation and interactivity in sports broadcasting is increasingly important. Younger audiences look for viewing experiences that are immersive and tailored to their individual preferences, from customised content feeds to interactive features that allow viewers to engage with the sport on a deeper level. This demand for personalisation is shaping how sports content is packaged and delivered.

In particular, interactive experiences have become a new frontier in sports broadcasting. Today’s viewers seek active participation, whether through live statistics during a match, interactive polls or social media engagement. This interactivity not only enhances the viewing experience but also helps build a deeper connection between the audience and the sport.

Innovation in sports broadcasting is also leveraging advanced technologies to provide viewers with new perspectives. For example, specialised racing drones are now being used at events like downhill skiing competitions to capture unique camera angles and video footage from the slopes. Here, drones can manoeuvre close to the athletes and send back exciting content to add value to broadcasts.

Similarly, live on-field interviews are becoming more prevalent across sports facilitated by new audio technologies, with the Australian Big Bash cricket league among the notable examples. Viewers get an inside glimpse of conversations between reporters and athletes in the middle of the play, creating a more immersive experience for younger viewers. As media technologies continue to evolve, sports broadcasters have a growing toolkit to augment their offerings and meet the demands of digitally savvy audiences with new ideas and capabilities.

As younger generations overwhelmingly migrate to digital and interactive viewing experiences, sports broadcasters face significant challenges and rewarding opportunities. Failure to adapt means losing audience share and relevance over time, while those able to update their offerings around the preferences of digitally-native viewers will tap into a significant growth market. The winners will be those broadcasters who invest now to actively lead and shape the digital future of sports media.