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.
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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