OTT Platforms and the Future of Sports Broadcasting

It's no secret that sports fans are consuming their favorite sport in new ways that don't involve traditional broadcasting. OTT streaming offers a smorgasbord of viewing options for sports fans that perfectly suit them and their lifestyle. Learn more about the latest trends shaping sports broadcasting and how OTT platforms are giving fans engaging content and access to exciting sports events.

OTT Streaming and the Future of Sports Broadcasting

In the streaming era, sports remain one of the few types of broadcast genre where fans prefer to watch events live. Sport remains a key cultural event for many people, a shared experience that forms personal identity, friendships, and loyalty to a sport team, athlete, or even a league or competition. With traditional broadcasting declining in domination and influence, how are OTT platforms giving sport fans what they want?

Sport Businesses Are Going Direct to Consumers

Leagues and franchises around the globe are more likely to offer their own exclusive OTT platform to fans, where they have full control over production and marketing. Without a broadcast intermediary, there's greater freedom for sports businesses to tailor and offer interactive content and experiences to fans, delivering perceived value for money. Fans who strongly connect with a franchise or league, and consume hours of live sport content, are more likely to become paid subscribers.

More Engagement Through Interactive Experiences

Attention is king - viewers are watching content in different ways, and they will switch off if their viewing needs are not met. Younger sports fans are increasingly streaming sport using their mobile devices, using social media to connect with fellow fans, and even playing related video games while watching live sports. This hyperconnectivity shows that younger fans are primed for streaming consumption and are more likely to engage with broadcasters if they are given the opportunity to do so directly.

FAST Channels Are Growing Rapidly

Millennial and Gen X sport fans are nostalgic for the live schedule format that they grew up with, including having a handy guide that shows what's on now or what's coming up. FAST (free ad-supported streaming TV) channels are increasing in popularity and don't require a paid subscription to access. Fans that want to watch live sports on FAST channels will benefit from the growth in streamers looking to spend on the rights to leagues and sport events.

Global Audiences for Local Events

Sports fans are no longer confined by geography, with OTT platforms providing plenty of opportunity to watch events taking place around the world at any time. Sport businesses not only need to retain their audiences but to reach and engage new ones. With growing sport fan markets in Asian, Middle Eastern, Latin American, and African countries, there has never been a better time to leverage rapidly changing streaming technology and platforms to reach and convert these audiences into lifelong fans.

Sport broadcasting remains a lucrative way for brands to engage audiences and build loyalty. If you're looking to expand into OTT sports streaming, schedule a callback at Lightcast.com with one of our streaming media consultants.