The proliferation of streaming platforms and the fragmentation of audiences across various devices present a significant challenge for sports broadcasters. To maintain and enhance fan engagement in this saturated digital landscape, broadcasters must adapt to a new era of interactive and personalized experiences. This shift demands a fundamental rethinking of the relationship between broadcasters and their audiences, leading to the development of innovative revenue models catering to both traditional viewers and the burgeoning digital-native segment.
The modern sports viewing experience is characterized by multi-screen consumption and simultaneous engagement with social media and interactive platforms. “We’re moving into a multi-screen culture where data, interactivity, and gamification play a central role in fan engagement,” notes Mark Cooke, VP of sales in EMEA at Ross Video. “Fans are no longer just watching; they want to engage with the game in real time, whether that’s through stats, fantasy leagues or interactive second-screen platforms.” This behavioral shift, confirmed by Ross Video’s report “A Definitive Guide to the Modern Sports Viewer,” highlights the need for broadcasters to create experiences that foster a sense of participation. “What’s important is creating experiences that make fans feel part of the action,” Cooke emphasizes. “Whether that’s leaderboards, real-time predictions, or community-driven interactivity.”
Addressing the generational divide in viewing habits is crucial. Cooke observes, “Traditional fans 35 and older are still committed to watching the entirety of a match or game. Whereas younger generations consume sport in shorter, varied formats. We need to be relevant to both.” Immersive technologies, such as virtual and augmented reality, are transforming the viewing experience. Lucy Trang Nguyen, business development director at Accedo, explains, “The next generation of fan engagement is about to leap from 2D screens into fully immersive, 3D worlds where every seat is front-row. Millions of fans will experience the action as if they’re in the stadium, with the freedom to explore, interact, and connect with their heroes.” These immersive platforms also unlock new avenues for brand integration and sponsorship.
Ian Godfrey, CTO of TSL, highlights fan control and customization as key differentiators in the competitive streaming market: “The future of fan engagement is about giving viewers more control…Essentially creating their own version of the event in real time.” Beyond live events, broadcasters are adopting “always-on” engagement models, as described by Kathleen Barrett, CEO of Backlight: “We’re entering an era of continuous streaming…These always-on channels blend live coverage with digital watch parties, real-time chat, merch integration, behind-the-scenes storytelling, and curated archival footage.” AI-powered personalization is also reshaping the landscape, allowing broadcasters to tailor content to individual preferences. Barrett notes, “Leading organizations are also testing personalized recaps tailored to individual fan preferences…so fans can catch up in 30, 60, or 90 seconds, or dive deeper when they want more.”
David Jorba, chief business and strategy officer at Emergent, emphasizes the role of AI in creating hyper-personalized content: “AI will excel as a creative augmentation platform for fan engagement…It can generate automated, hyper-personalized content feeds by merging live video, real-time data, and visualization analytics to create unique viewer experiences.” Accessibility is no longer a mere compliance requirement but a strategic opportunity, as Ross Tanner, senior vice president EMEA at Magnifi, points out: “In today’s broadcasting, accessibility is a strategy, not charity…With GenAI-led tools now creating instant, context-aware enhancements to content, it has never been easier to accommodate everyone.”
Craig Ferguson, director of regional sales Europe at Evergent, highlights the evolving nature of fan engagement: “Fan engagement is evolving into a deeper value exchange that extends beyond the screen…incorporating exclusive content, loyalty rewards, interactive commerce, cross-platform interactions such as video game drops and even in-venue benefits for sports audiences.” This shift is driving experimentation with flexible subscription models, as Ferguson notes: “Rights holders are experimenting with match-specific passes, highlights-only tiers, and flexible pause-and-resume access to keep fans engaged year-round.” Advanced advertising technologies, particularly the use of AI for contextual ad insertion, are creating new revenue opportunities, as explained by Eric Gallier, vice president of video solutions at Harmonic: “Monetization is improved by introducing new inventory via advanced in-stream ad formats within live sports content and by using AI to identify high-value moments for dynamic insertion of contextually relevant ads that amplify brand awareness and boost revenue.”
The future of sports broadcasting hinges on successfully integrating technology with the emotional resonance of the sport itself. The challenge lies in balancing innovation with the communal aspects that make sports so compelling. Broadcasters who deliver meaningful engagement beyond the traditional viewing experience will shape the future of the industry.