The roar of the crowd, the excitement of victory, and the heartbreak after defeat; have been considered to be hallmarks of sports broadcasting for decades. But nowadays, amid the digital revolution, the sports broadcasting industry has been going through a seismic shift. Once dominated by linear television, the industry has been reshaped by the introduction of digital platforms. It is believed that this transformation is not merely a viewing habit change but a fundamental realignment of the sports broadcasting industry.
The decline of linear TV
Starting from India’s iconic Natwest Trophy triumph in 2002 to Abhinav Bindra winning gold in the Beijing Olympics in 2008, linear television has long been one of the most popular mediums with sports broadcasting. Networks like ESPN, Star, NBC Sports, and CBS Sports have dominated the industry. However, with the rise of digital platforms, linear channels and networks have found it challenging to maintain this status quo. As per a report published by Neilsen published in 2023, linear TV viewing time in the USA has dropped beneath 50% for the first time first time the platform began started tracking viewing platforms in 2021 while streaming edges up to 39%.
The rise of digital platforms
Digital platforms offer personalised, on-demand content to users. Streaming services provide fans with access to a wider range of sports and events. Looking at the quantity of the content they have been offering, it is believed to be more affordable than cable packages. Platforms like Amazon Prime, and JioCinema have gained large number of eyeballs while streaming sporting events. To be sure, the Indian Premier League’s (IPL’s) digital broadcaster, JioCinema, part of the Viacom18 network reported 113 million viewers logged into the first match of the tournament of the 2024 edition, a year-on-year growth of 51%.
Changing dynamics for broadcasters
With the growing popularity of digital streaming services, traditional broadcasters like ESPN+ and NBC Sports among others have invested in digital infrastructure. A few platforms are believed to have launched their own streaming services in order to tap the digital market and diversify their revenue streams.
In addition to that, the digital landscape has been fostering new forms of interactive content. Live interactive chats, live betting, real-time trivia and features like multi-angle camera views have become standard on streaming platforms. These innovations are believed to play a key role in not only attracting new viewers but also creating new revenue opportunities through advertising and sponsorship deals.
The future of sports broadcasting
As the landscape continues to evolve, the future of sports broadcasting is believed to be characterised by a hybrid model which combines traditional and digital platforms. Amidst this situation, it is considered that the industry needs to strike a balance between strengths of linear TV such as vast reach and high-quality production and innovation offered by digital platforms.