A Tug Of War Between Broadcast And Online?


There is no doubt that television behaviors have changed and continue to change; Time spent watching TV online continues to increase, especially among the younger generation of consumers, while traditional/linear TV has an increasingly aging user base.

But for viewing sports competitions/leagues, broadcast television still reigns supreme. European digital consumers continue to watch twice as much sport on TV as online.

The 2019 Rugby World Cup in Japan is right at the center of this online streaming battle.

Unless you’re a fan of the country’s time zone or not too far away, start times won’t disrupt your schedule too much.

However, for the other fans of the competition, like 1 in 3 internet users in Ireland and 1 in 5 in the UK, online services will be key to keeping up.

The English Premier League is a good example of a competition with wide global appeal, unlike other competitions that are more market specific.

As a result, the distribution of broadcasting rights around the world is exceptionally fragmented. The English Premier League’s long list of broadcast partners amplifies the competition to reach those in the markets with the largest fan base.

True Visions Group has exclusive broadcast rights in Thailand, for example, where it has a great opportunity to captivate local Premier League fans.

Facebook itself has previously been in talks over these rights and, had the deal gone through, it would have been one of the social media giant’s first steps into live sports coverage.

Interestingly, while engagement with the Premier League differs around the world, the pattern of viewership among fans is very similar.

Nearly half of the global fan base is tuning in on broadcast 해외축구 중계사이트 television, and a third is watching through online channels.

Among internet users in the UK and US who currently pay for a movie or TV streaming service, around a third of consumers say they would not be willing to pay for another, but 1 in 5 he said he would if he gave them access to the content. They were interested.

The appetite for streaming games remains substantial, as does the fan base that prefers more bite-sized content and fans that see the value in both.

Subscription video on demand (SVOD) platforms dedicated to sports is still few and far between, but they could really shake up the scene. TV and online broadcasters can coexist in harmony for now, but the question is, for how long?

What does the future hold?

Arguably, it is social media that could pose both the biggest threat and the biggest opportunity for sports broadcasters and rights holders alike.

And while there’s no denying the drawing power of televised sport, the threatening signals are already there on online channels. Rights holders, for example, will soon have to rely less on the guarantee of millions of pay-to-watch consumers.

Sports fans now span a variety of devices, platforms and time zones, and it is in the sports industry’s interest to continue to find a balance between entertaining all fans, regardless of location.

Broadcasters alone can no longer satisfy the appetite of the modern sports fan, so it is important to take advantage of opportunities in the digital sphere as they arise.