Streaming is Valuable in Broadcasting, But Not to Replace Traditional Live Sports Viewing.

Significant of Streaming in Broadcasting, But Not to Replace Traditional Live Sports

Right now, in the world of streaming, battle lines are being drawn. Just two years ago, the landscape was dominated by giants like Netflix, Hulu and amazon Prime Video,who held the majority of content licenses and leveraged this to launch major partnerships with Local Cable TV Providers.

2019 is here, and companies like Disney, HBO and WarnerMedia are bringing their content in-house ahead of the launch of their own streaming services – competition for market share is set to be tough.

This is just the latest in the continuing saga of streaming’s role in reshaping how providers package and deliver content in a way that necessitate to changing consumer expectations.

The revolution reflect just how far reaching the impact has been. There is an area of content, however, that is seeing the least amount of shake-up as a result of streaming: live sports.

It is within this realm that streaming has found a niche as an augmentation to traditional viewing patterns, rather than forcing providers to upend their entire strategy.

This is largely due to the fact that sports fans exist at a very specific cross section of digital and traditional viewing preferences.

A recent study found that 71 percent of global fans today still watch sports through cable TV subscriptions, as opposed to live streaming or other digital options.

Due to the fact that, we can use one cable TV subscription on any streaming platform like HBO, Netflix, Hulu just to mention a few on multiple devices like on mobile phones, on Blu-ray or 3D player, smart Tv or any digital platform that support the apps and we still have 71 percent of global fans who watch sports through their cable TV subscription.

I want to believe, that the major factor responsible for that could be high cost of buying internet data bundle, which necessitate access to streaming which is not free, especially in developing countries and countries with low internet penetration in both under and developing countries.

But they also see a significant value in digital and mobile channels. The study also found that 42 percent of fans use social media and websites to keep tabs on other concurrent games, and 37 percent are using these same resources to find relevant game stats.

While the primary mode of consumption remains the communal at home experience, streaming enables fans to leverage mobile devices as secondary or even tertiary screens. The modern sports viewing experience is integrated in a way that few others can claim.

We should all know that, not all streaming platform has every contents that we all want. For example, most streaming platform do not have live sports on their platform. Our likes can not be the same.

While some may prefer to watch movies, news, documentary, others may prefer to watch sports. Sports is most watch and extremely important when it is live.

All these variations could result to 71 percent of global sports fans watching their favourite sports through cable TV subscription, because of high cost of internet data to stream live sports and it is a well established fact, that there are billions of sports lovers all around the World.

For broadcasters, this is a tremendous opportunity. From how they build programming strategy and corresponding digital interfaces, to the types of premium offerings that can improve the viewing experience further.

Streaming can also serve as a means to mediate aspects of the viewing experiences consumers dislike, while still capitalizing on the revenue streams that keep the lights on.

Also read: History of World Wide Web.

For example, consumers today are increasingly averse to traditional advertising. When asked what types of services they’d be willing to pay more for, one in five would pay extra for less intrusive advertising.

Furthermore, if given the option to tailor their viewing package, 32 percent would also want less intrusive ads. Through on-screen overlays, advertisers and broadcasters can continue to deliver their content seamlessly, without interrupting the game.

Advertisers still get in front of their audiences, and audiences can keep watching their favorite teams. The relatively seamless way streaming has entered the sports viewing experience also gives us an idea of how to best build other technological advancements into content delivery strategies.

During the 2018 World Cup, broadcasters began experimenting with augmented reality to enhance the at-home experience, another step in digital integration. But providers and broadcasters need to be sensitive to adoption and consumer familiarity for this to be successful.

Of those polled, 69 percent of consumers aren’t yet interested in VR/AR as part of the viewing experience. Since streaming services came after its medium for delivery (mobile devices and laptops) were the gadget used, the fact that it was embraced by consumers isn’t surprising.

VR/AR requires specific hardware that isn’t as prolific today. Providers and broadcasters have to think long term, especially considering that 44 percent of Gen Z and Millennials are open to VR/AR in how they consume content.

Planning for that impending market is an opportunity not to be ignored. For the digitally integrated sports fan, who craves content though a diverse set of channels, streaming has found a natural home.

Consumers have a deep connection to the traditional ways they watch their favorite teams, but they also see the value in leveraging modern tools to further enrich that experience. It creates a roadmap by which broadcasters and providers alike can follow to ensure fans are engaged, revenue streams are modernized and content delivery is innovative.


Oyakhilome Ogbeta is a web developer and networking engineer. Oyakhilome has more than six years' experience in networking. Oyakhilome has a proven track record in networking/web applications deployment.

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