Beyond broadcast How digital natives will reboot sports content monetisation
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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 social media is becoming more than ever for young sports as it is a source sports highlights, memes, and other content – of the age consumed sports content on social in 2021
- Gen Z preferences call for a digital of sports rights among sports broadcasters
- The return IRL and a tightly packed for engaged and semi-engaged sports after a hiatus brought more and engagement for live sports, the share of consumers watching live sports increasing from to 2021 and 2021
- Fantasy sports, communities and other social tools key to driving live sport and engaging the new generation sports fans who want to able to express themselves through content and fandom
- For internationally clubs, it is important to feeding into the fandom and towards the club
- Fans need and opportunities to express and their fandom
- The shift access to control is now 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