Unveiling the game-changers: Ateme’s bold predictions for sports broadcasting in 2024
By Rémi Beaudouin, Ateme chief strategy officer.
Remember when everyone used to watch the same TV shows at the same time? That is, of course, no longer true with the advent of OTT services and the decline in cable subscriptions. But the sports world seems to have escaped this shift. Although catch-up and start-over options are now available, the thrill remains of watching the game and experiencing the tension first-hand: not knowing who will win or if the next touchdown will change the face of history.
Yet while sports broadcasting continues to be linear, there is still plenty of space for innovation. Younger generations are going to stadiums to watch games much less frequently than their elders. They tend to prefer chilling out in the comfort of their homes, where they don’t have to strain their necks to catch the action: their screens provide amazing images and perfect angles. So the industry is looking for new ways to engage them – both in the stadium and at home. It’s also looking for ways to compete in an ever-crowded market. To do this, it has focused relentlessly on improving the quality of experience through a hybrid of exciting trends that only promise to become more exciting as they evolve.
- Sensory splendor
While they might not physically be in the stadium, viewers want to feel as if they are. This means that sports broadcasters need to deliver pristine images in perfect detail (4K quality) with vivid colours (High Dynamic Range, or HDR). We have definitely seen more of this in 2023, thanks to better compression technologies.
But beyond what they see, what people hear is equally important. Sound has improved in two ways. First, with surround sound: the ability to hear sound coming not only from all around (left, right, front and back), but also from above and below, making viewers feel as if they are right in the heart of the action. And second, the ability to personalise sound. With different audio tracks being treated as objects that can be manipulated separately, it is now possible to choose the language of your audio track. You can also choose whether you want to listen to the comments, the stadium sounds, or both – and perfectly balance the volume between those two tracks.
- Peak performance
One major plus of sports broadcasting is that it attracts masses of people. But the caveat is that it only happens once every year or so, and in some cases, every four years. This leads to the well-known dilemma when preparing a platform for sports streaming: if you size it for your peak audience, you’ll have most of your platform unused most of the time. If you size it for your average audience, then when it matters most – when all eyes are on your platform – performance will suffer. So what to do?
The transition to cloud-native infrastructures empowers sports streaming services to navigate these peaks in viewership. The ability to scale up quickly ensures that high QoE is maintained even during the most intense moments of live sports events. No wonder the industry has increasingly reached for the cloud in 2023.
- Fantastic fusion
With leisure habits differing greatly between younger generations and their parents, the sports broadcasting industry has been experimenting with innovative ways to engage the former. These include the convergence of video with social media, gaming, shoppable TV and betting, as well as immersive viewing experiences. Sports enthusiasts are gradually shifting from being passive spectators to active participants, engaging with the content in new ways.
Predictions for 2024: Unveiling the next chapter
Where will all these trends take us? What else will change next year? Here are some predictions for 2024 and beyond.
- Access amplified
In the US, 2023 saw streaming services surpass cable TV in terms of number of subscribers. While cable and broadcast are not disappearing, we are now resolutely in a hybrid world. While this is great because it gives viewers more choice, it also means it’s hard to know where to watch a particular match you’re interested in.
In 2024, I think sports will continue to find new ways to reach all kinds of audiences – with a simple click from a social media post, or even popping up on your mobile phone as a screen lock when your sports hero is playing.
- Pick your pleasure
I suspect that in 2024, a surge in even greater customisation and personalisation will come into play. Of course, this means that advertisers will be able to target their campaigns more precisely. But it also means that viewers will be faced with a plethora of choices in their sports media entertainment. Not only will they have to choose where to watch the game, but also how to watch it. With endless possibilities for customisation and personalisation, viewers will be able to pick their preferred audio feeds, camera angles and much more.
- Pioneering participation
New technologies are slowly transforming viewers from passive spectators to active participants, and this will eventually go beyond just choosing screens and feeds. From sports betting and buying merchandise to interacting with their sports heroes at half-time, audiences will engage with sports in completely new ways. This will revolutionise the sports-TV era and solidify the viewer’s role as an active participant in the sports narrative.
As we stand on the cusp of a new year, the sports broadcasting industry is poised for a thrilling journey. The fusion of cutting-edge technology providing viewers with a customisable, interactive environment at home and at the stadium with a commitment to delivering unparalleled quality of experience ensures that 2024 will be a year where every moment counts, both on and off the field.