Sports broadcasting is a multi-billion-pound, global industry, and developing tech has helped to improve access for millions of viewers. It is not that long ago that people used to mute the TV at the end of the news when football results came on so viewers could enjoy Match of the Day without knowing the scores, but the world is a different place now.
Digital platforms have made it easier than ever to enjoy different types of sports from all around the world. Not only has this been a major boost for sports fans, but it has also helped to inject additional revenue into the sports leagues and teams being shown.
But how have digital platforms changed consumer habits when it comes to watching sports?
Consumer Convenience
Digital platforms have shaped consumer habits in recent years, with online retailers, banks, betting sites, and other types of businesses and services taking advantage of ways to streamline processes and reduce costs.
Consumers are now able to shop about online and find the best prices for items and services, while carrying out their banking needs, updating home and car insurance, and filing tax returns have all become easier.
The online gambling industry has gone hand-in-hand with digital sports platforms, with live betting improving exponentially. Players can make the most of the latest deals and most competitive odds while watching their favourite games, and can place live bets at home or on the move.
This has also seen the development of betting site regulations, with all UK sites signing up to the voluntary self-exclusion service, Gamstop. This offers consumers greater protection, but there are alternatives with offshore betting sites without Gamstop, often offering even more competitive odds and a wider choice of markets.
Live betting markets have helped to drive viewing figures, adding to the excitement and giving consumers a more interactive way of watching live sports.
Tech Development and Improved Connectivity
Key to this shift in consumer habits is the improving technology behind smart devices and internet connectivity. High-speed broadband facilities, the global rollout of 5G connectivity, and high-quality devices, including smartphones, tablets, and smart TVs, have all helped to provide high-quality sports viewing experiences to the masses.
Smartphone adoption is almost at the saturation point, with most modern consumers having access to one. This means that anyone has the capability to watch live sports, regardless of where they are.
Digital Platforms
Consumers used to be relatively limited in how they could watch live sports, with minimal TV coverage. Not everyone has the required funds to buy tickets for live sporting events, and location is another massive part of what’s possible.
Streaming and On-Demand Access
Streaming and on-demand platforms have completely changed how we consume media, with platforms like Spotify giving consumers access to a massive catalogue of music on a subscription-based model.
Amazon Prime, Netflix, Apple TV, Disney+, and a host of other streaming platforms have allowed consumers to watch their favourite films and TV shows. This has extended to sports, with viewers having the choice of a variety of sports channels and services.
Sky Sports used to be the home of televised sports in the UK, and it still has a massive audience, but consumers can now access a number of alternatives, giving them access to a variety of sports, matches, and events.
Social Media
Social media has been a dynamic force for sports, giving teams and leagues direct access to fans and giving individuals a platform to voice their opinions. This has seen the rise of ‘fan media’, where superfans create content for other fans to subscribe to.
Fan media has grown to rival some of the top traditional platforms, with many having access to team press conferences as their influence and reach continue to expand.
This has helped to improve the sports industry’s marketing capabilities, with some platforms able to stream live games and commentary.
PPV
Pay-per-view channels have been around for a while, with big events such as world title boxing bouts and Wrestling events being made available for a one-off fee. This has continued with more platforms facilitating fast and easy access for users who want to pay for special events.
Team-Owned Channels
Many teams have their own digital channels that fans can pay to access, which will often include exclusive content like interviews, match analysis, and in some cases, live action. In the UK, broadcasting deals prohibit some live games from being shown, depending on their times.
However, many of these rules don’t cover international markets, giving clubs the opportunity to expand their global brand and entertain a global audience.
Improved Interactions and Personalisation
Digital streaming allows the viewer to watch at their own convenience, comment on live action and interact with other fans, and to place bets during the action. The use of AI in digital platforms and devices has also helped to personalise the viewing experience.
AI has the capability to analyse vast amounts of data, and it can then determine the types of content viewers like best and provide tailored suggestions and highlight reels.
Conclusion
Tech development was always going to transform the consumer viewing experience, and it was inevitable that the sports industry would take advantage of this. Sports broadcasting has been a massive revenue generator for the clubs, leagues, and sports being showcased, the channels they are being shown on, and the advertisers who get involved.
Digital platforms have helped this industry expand and provide massive general sports channels or more tailored, specialist sports programs.
Consumer involvement is on the rise as fan media and social media allow them to voice their opinions as the action unfolds, with digital platforms helping viewers tune into the latest games.
FAQs
How Do PPV Sports Platforms Work?
For many years, pay-per-view events had to be booked by phone using credit cards. Now, viewers can tune into events quickly and easily, with many platforms allowing the cost of the event to be added to their monthly bill.
Can Anyone Watch Any Sports Fixture Live?
Yes and No, digital platforms can be accessed by all users, but there are limitations as to what can be broadcast and when. Most football fixtures can be watched live, but there is a ruling that doesn’t allow live matches to be broadcast at 3 PM on a Saturday.
Fears that this could impact match attendances saw this rule implemented. However, viewers in other countries can typically access these matches live as they wouldn’t be able to attend anyway.
What are the Best Devices for Watching Live Sports Via Digital Platforms?
The best devices to watch sports depend on the user’s preferences and situation. For example, those on the move or trying to sneakily tune into the action while at work will probably benefit from watching via a smartphone.
Tablets and laptops can also be good options for those away from home, but don’t have to be as mobile or sneaky.
Those hoping to see all of the action as clearly as possible should try to arrange to have free time to watch at home in front of their TV.
What is the Cost of Watching Live Sports on Digital Platforms?
The cost of watching sports online will vary, with PPV events being available for low amounts that rise depending on the quality and stature of an event. Other sports platforms might have a subscription fee that will be due monthly, but gives the user access to all events for the period they have paid for.
Finally, it is always worth looking for free sports events, with many available on domestic channels and streaming platforms without cost.
What Does this Mean for Traditional Sports Broadcasting?
This has increased the competitive nature of sports broadcasting, with the top fixtures going to the highest bidder. While this might be seen as a threat to traditional broadcasting, it can actually increase the appeal of the sport and create even more demand.
It could also encourage broadcasters to explore options to show more sports, with the NBA and the NFL enjoying growing international viewerships, adding to their global coverage.
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