Streaming platforms and social media are changing the way fans consume live sports. Younger audiences are turning to these platforms for highlights, influencer commentary, and community engagement. This shift presents an opportunity for traditional broadcasters to develop new content formats and reach broader audiences through collaborations with creators like Mark Goldbridge.
A growing number of younger fans are turning to social and video platforms to watch highlights, listen to live influencer commentaries and engage in communities built around sport.
The world of live sports is undergoing a transformation as people use more screens to curate their own broadcast experiences.say they use second screens during live broadcasts, as they discuss the game with friends or check social media. A growing number of younger fans, meanwhile, are turning to video platforms to watch highlights, listen to live influencer commentaries and engage in communities built around sport.
His streams, which regularly attract over 250,000 viewers, also provide an alternative route for broadcasters to reach global audiences. In November 2024, Sky Sports Austria gave Goldbridge the rights to livestream its broadcast of an Austrian Bundesliga soccer match as part of his YouTube watchalong, helping it reach his community of 1.
In Brazil, where soccer clubs rather than leagues own the broadcast rights to top-flight matches, broadcasting has shifted to social media. In 2022, CazéTV, a production company owned by the LiveMode agency and popular Brazilian streamer Casimiro, won the rights to stream live matches from Rio de Janeiro's state league alongside live reactions from its own commentators.
Technology Media Streaming Social Media Sports Consumption Influencer Marketing Traditional Broadcasters
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