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Beyond broadcast How digital natives will reboot sports content monetisation

Report by Srishti Das
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The 20,000 Foot View:  Global broadcast deals are being renegotiated in the context of expiring rights, evolving digitally native, younger audience engagement and increased competition for attention. With only        of        watching live sport across OTT platforms and linear TV, Gen Z is slowly finding new ways to engage with sports through social media highlights and fantasy sports. Sports IP holders are poised to shift their focus from revenue to reach, as they seek to engage digital native fans in emerging markets such as India. Sports content distribution needs a reboot to cater to the next generation of global sports fans who no longer just want access to live sport, but who want to control how they interact with it.

Key Insights

  • The role of social media is becoming more relevant than ever for young sports viewers, as it is a source of sports highlights, memes, and other viral content –        of the        age group consumed sports content on social media in        2021
  • Gen Z engagement preferences call for a digital audit of sports rights among sports content broadcasters
  • The return to IRL and a tightly packed schedule for engaged and semi-engaged sports fans after a hiatus brought more viewership and engagement for live sports, with the share of consumers watching televised live sports increasing from        to        between        2021 and        2021
  • Fantasy sports, fan communities and other social tools are key to driving live sport consumption and engaging the new generation of sports fans who want to be able to express themselves through their content and fandom
  • For internationally supported clubs, it is important to keep feeding into the fandom and sentiment towards the club
  • Fans need platforms and opportunities to express and feed their fandom
  • The shift from access to control is now key to future digital engagement growth

Companies and brands mentioned in this report: Olympics, UEFA Euro, Instagram, TikTok, YouTube, National Football League (NFL), Amazon, Juventus, Serie A, Real Madrid, La Liga, Manchester United, Wimbledon, English Premier League (EPL), Star Sports, Disney+ Hotstar, European Super League (ESL), Indian Premier League (IPL), Manchester United, Real Madrid, Barcelona

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