The proliferation of streaming platforms and the fragmentation of audiences across multiple devices present a significant challenge for sports broadcasters. Maintaining and deepening fan engagement in this saturated digital environment requires a fundamental shift from traditional broadcast models. Passive viewing is giving way to interactive, personalized experiences that blur the lines between consumption and participation.
The next generation of sports fans demands more than just alternate camera angles or statistical overlays. They crave immersive experiences, personalized content, and continuous engagement that extends beyond live events. This necessitates a complete rethinking of the broadcaster-audience relationship and the development of new revenue models that cater to both traditional viewers and digital natives.
“We’re moving into a multi-screen culture where data, interactivity, and gamification play a central role in fan engagement,” said 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.”
Ross Video’s report, “A Definitive Guide to the Modern Sports Viewer,” highlights this behavioral shift. While 64% of fans still prefer traditional TV, nearly a third now watch on smartphones or tablets, and 17% follow multiple sporting events concurrently. The report also reveals that 31% of European viewers message friends during games while using social media, underscoring the importance of community engagement.
“What’s important is creating experiences that make fans feel part of the action,” Cooke said. “Whether that’s leaderboards, real-time predictions, or community-driven interactivity.” Addressing the generational divide in viewing preferences while maintaining broad appeal is crucial. “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,” Cooke noted. “We need to be relevant to both.”
Virtual and augmented reality (VR/AR) platforms are evolving into viable commercial platforms capable of delivering premium experiences at scale. “The next generation of fan engagement is about to leap from 2D screens into fully immersive, 3D worlds where every seat is front-row,” said Lucy Trang Nguyen, business development director at Accedo. “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 experiences create new opportunities for brand integration and sponsorship activation, potentially transforming the economics of sports broadcasting.
“This opens the door to rich, interactive brand storytelling — turning every moment into a touchpoint for deeper loyalty, sponsorship activations, and new revenue streams,” Nguyen added.
Fan control and customization are key differentiators in saturated streaming markets. “The future of fan engagement is about giving viewers more control,” said Ian Godfrey, CTO of TSL. “Not just picking from a few alternate feeds from static positions but actually being able to choose which camera angle or mic they want to follow. Essentially creating their own version of the event in real time.”
Always-on engagement models are crucial for maintaining audience connection throughout the year. These continuous streaming approaches blend live coverage with complementary content. “We’re entering an era of continuous streaming for leagues and even individual teams, where fans can tune in on their own time for a steady stream of content,” said Kathleen Barrett, CEO of Backlight. “These always-on channels blend live coverage with digital watch parties, real-time chat, merch integration, behind-the-scenes storytelling, and curated archival footage.”
Premium experiences within these continuous models are becoming more sophisticated, incorporating immersive technologies. “Premium experiences are evolving too, with immersive AR and VR courtside offerings bringing fans closer to the action,” Barrett said. Artificial intelligence (AI) and machine learning enable unprecedented levels of content personalization, tailoring experiences to individual fan preferences.
“Leading organizations are also testing personalized recaps tailored to individual fan preferences — by favorite team, player, content style, and even preferred length — so fans can catch up in 30, 60, or 90 seconds, or dive deeper when they want more,” Barrett explained. The goal is to create more relevant, frequent touchpoints that maintain engagement between major events. “It’s a new model for sustained fan connection — delivering more relevance, more often, with measurable business impact,” Barrett concluded.
AI is also being leveraged to create hyper-personalized content experiences that merge multiple data streams in real time. “AI will excel as a creative augmentation platform for fan engagement,” said David Jorba, chief business and strategy officer at Emergent. “It can generate automated, hyper-personalized content feeds by merging live video, real-time data, and visualization analytics to create unique viewer experiences.”
Accessibility features are strategic opportunities, not just compliance requirements. Advanced technologies are making it easier to serve diverse global audiences with localized, accessible content. “In today’s broadcasting, accessibility is a strategy, not charity,” said Ross Tanner, senior vice president EMEA at Magnifi. “Multilingual subtitles, inclusive UX, and culturally responsive formats unlock new audiences and overlooked revenue.” Generative AI tools are accelerating this trend by automating the creation of accessible content enhancements. “With GenAI-led tools now creating instant, context-aware enhancements to content, it has never been easier to accommodate everyone,” Tanner added.
As sports rights become increasingly fragmented, broadcasters are developing flexible engagement models that adapt to changing consumer preferences. “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,” said Craig Ferguson, director of regional sales Europe at Evergent. This is driving experimentation with new subscription and access models.
“Rights holders are experimenting with match-specific passes, highlights-only tiers, and flexible pause-and-resume access to keep fans engaged year-round,” Ferguson noted. Advanced advertising technologies are creating new revenue opportunities within enhanced fan experiences, using AI to identify optimal moments for contextually relevant content integration.
“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,” said Eric Gallier, vice president of video solutions at Harmonic.
The integration of e-commerce and interactive features within viewing experiences is creating additional revenue streams beyond traditional advertising models. The challenge facing sports broadcasters is not just technological but also cultural: maintaining the communal experience while delivering personalized, interactive experiences that modern audiences expect. Success requires balancing innovation with the fundamental human elements that make sports broadcasting emotionally resonant. The industry’s future depends on creating experiences that are both cutting-edge and authentically connected to the sports and stories that fans love.