Opportunities and challenges: Ateme assesses the sports broadcasting industry in 2024 and considers the road ahead

By Rémi Beaudouin, chief strategy officer at Ateme.

The sports broadcasting industry is experiencing a dynamic period of change, innovation, and transformation. In 2024, a confluence of technological advancements, shifting viewer expectations, and novel distribution methods have reshaped how fans engage with their favourite games and events.

As the year draws to a close, it is evident that these trends will continue to evolve in 2025, bringing both opportunities and challenges for broadcasters and stakeholders in this rapidly evolving sector. Here, I explore key trends in 2024 under four major themes: social media, production, the cloud ecosystem and distribution, and spatial computing and AI, along with what lies ahead in the year to come.

Social media: Redefining fan engagement and participation

2024 marked another leap forward in how sports broadcasters harness social media to connect with fans. In an era where viewer attention is fragmented across various platforms, social media has proven indispensable in creating immersive, interactive, and personalised experiences. The direct-to-consumer (D2C) model continues to thrive, with fans gravitating towards content that prioritises their preferences, such as real-time polls, interactive Q&A sessions, and behind-the-scenes glimpses. This trend has cultivated deeper loyalty and emotional investment from audiences.

Sports leagues and broadcasters alike have leaned into platform-native content strategies. Highlights tailored for TikTok, X threads breaking down plays, and Instagram Stories featuring player takeovers have become industry norms. This is a necessary response to shifting audience demographics, particularly the younger generation, who demand snackable, shareable content over traditional broadcasts.

For 2025, I anticipate an even more sophisticated use of artificial intelligence (AI) in social media content curation. Personalised highlight reels and predictive game analysis tailored to individual user preferences are on the horizon. Expect interactive viewing experiences to gain traction, where fan input will influence real-time programming decisions – a prospect that could fundamentally alter how live events are produced.

Production: The push towards high quality viewing

In 2024, broadcasters continued to emphasise enhanced video standards, with 1080p HDR serving as a practical middle ground between current HD formats and the eventual widespread adoption of UHD (4K and beyond). Major sports events, like the one in Paris this summer, have driven demand for UHD broadcasting, though it remains a challenging shift. The next few years will demand sustained investments in technology to ensure that production remains agile enough to meet rising viewer expectations and technical standards.

Audio innovations have also been a highlight of the year, with enhanced support for multi-channel audio and multilingual broadcasts. This not only enables a more immersive audio experience but also serves a diverse, global audience who increasingly expect culturally and linguistically relevant content. Such enhancements are pivotal in making sports broadcasts more inclusive and accessible than ever.

Looking ahead to 2025, I expect further experimentation with augmented reality (AR) overlays and mixed reality (MR) environments as part of live broadcasts. Such technologies can elevate storytelling by seamlessly blending live-action footage with digital graphics, providing fans with deeper insights, instant stats, and even predictive plays. The challenge will be to balance such innovations with maintaining a clean, distraction-free viewing experience.

Cloud ecosystem and distribution: The rise of IP-first infrastructure

The pivot towards IP-based infrastructure was among the most significant shifts in sports broadcasting during 2024. The widespread adoption of the SMPTE 2110 standard has allowed for flexible, scalable, and efficient workflows aligned with modern broadcast needs.  Central to this transition is the cloud and expanded SaaS offerings, enabling unprecedented agility in managing and delivering content.

Primary over-the-top (OTT) distribution has also taken centre stage, enhancing broadcasters’ ability to reach global audiences without relying solely on traditional linear channels. This shift towards direct digital distribution ensures smoother, more reliable content delivery while opening doors to new monetisation models through targeted advertising and data-driven subscriptions.

As 2025 approaches, I foresee further integration of AI-powered tools within cloud workflows, optimising content creation, editing, and distribution pipelines. This evolution will lead to reduced costs and faster turnaround times for live and on-demand sports content. Moreover, personalised ad-insertion technology is poised to play a pivotal role in monetising OTT content, maximising engagement without compromising user experience.

Spatial computing and AI: Breaking barriers for immersion and inclusivity

Perhaps one of the most exciting technological frontiers in sports broadcasting during 2024 has been the use of spatial computing to enhance live viewing experiences. By delivering immersive visuals with 8K resolution per eye, spatial computing creates a level of immersion previously unattainable in live sports coverage. For fans watching at home, such experiences offer a stadium-like presence, while VR headsets and spatial audio technology add depth and context to every action on the field.

Equally impressive has been the rise of AI-powered speech-to-speech technology, enabling real-time, contextually aware translations. This innovation allows fans across the world to experience games in their native languages without losing the original tone, emotion, or inflection of the commentators. For a truly global sports industry, this is a game-changer, breaking down language barriers and bringing culturally authentic broadcasts to diverse audiences.

Heading into 2025, advancements in spatial computing and AI translation technology will likely continue to make waves. Expect more affordable, accessible headsets to drive mass adoption, and improvements in AI algorithms to deliver even greater nuance and accuracy in real-time translations. The potential for merging spatial data with live analytics means fans could soon receive contextual updates directly into their field of vision, adding layers of interactivity and insight.

As 2024 ends, the sports broadcasting industry is entering a new era of personalisation, immersion, and global reach. This year’s changes highlight a commitment to technology, fan engagement, and worldwide accessibility. With an ongoing focus on social media, production quality, IP-based distribution, and immersive tech, 2025 promises to further transform sports broadcasting into an interactive, borderless experience. The challenge for stakeholders will be balancing innovation with the core values that make sports resonate globally.