October 31, 2023
The next generation of younger, live sports TV fans are engaging in digital multitasking behavior, which calls for the creation of more short-duration, sports-related content to maintain their interest. Industry executives recognize this need, with nearly 80% believing that sports content should expand beyond live sports broadcasts and airings.
According to a survey of 150 executives conducted by Altman Solon, 74% of industry executives believe that live sports content will be infused with other media experiences. This could include better statistics, new immersive features, personalized content, fan loyalty features, and bundling of related formats such as gaming, podcasts, and news.
The growth in digital-media multitasking behavior is evident, with 57% of consumers regularly browsing the internet, 50% using social media, 43% messaging people, and 31% ordering food. Younger live sports viewers, in particular, are projected to demand even more as their multitasking behaviors escalate.
The authors of the report emphasize that younger cohorts spend 1.5 times more hours online compared to older generations. This highlights the need for sports media to provide multiplatform content experiences to cater to the preferences of younger viewers.
As sports fees for TV networks and streaming platforms continue to rise, negotiations for sports rights become more competitive. For example, a new round of NBA sports rights negotiations is scheduled to start, with TV incumbents ESPN and Turner networks looking to make aggressive proposals to combat growing competition from Apple TV+, Amazon Prime Video, and retain the big sports property. It is projected that sports fees for the NBA will break new records.
In the digital age, the demand for short-duration sports content is increasing due to the digital multitasking behavior of younger live sports viewers. To keep up with this demand, sports media must expand beyond live sports broadcasts and incorporate other media experiences. Additionally, the rise of digital-media multitasking calls for the provision of multiplatform content experiences. As sports fees continue to rise, negotiations for sports rights become more competitive, highlighting the need for TV networks and streaming platforms to make aggressive proposals to retain valuable sports properties.