The sports broadcasting landscape is rapidly evolving, driven by direct-to-consumer streaming, AI-assisted workflows, and increasing competition. The upcoming NAB Show in Las Vegas will showcase technologies designed to modernize sports production workflows.
The shift to direct-to-consumer models is reshaping production. “The rapid shift toward direct-to-consumer streaming in sports broadcasting is fundamentally changing production requirements,” said Russell Johnson, co-founder and COO at Hitomi Broadcast. This transition allows rights holders to control distribution, creating competition from both streaming platforms and sports organizations themselves. “The shift towards sports organizers taking on the responsibility for distributing coverage of their own events,” noted Erik Otto, CEO of Mediaproxy, “Many of these bodies have established in-house TV departments.” This has led to more major league events returning to local television.
Democratization of technology is empowering smaller organizations. “The democratization of real-time customization and media enrichment technology is hugely exciting,” said Rick Young, SVP, global products at LTN. New, affordable technologies are enabling colleges and schools to create broadcasts comparable to professional channels.
Remote production is becoming a cornerstone, offering efficiency and expanded coverage. “Remote production has also revolutionized sports broadcasting,” Otto explained. AI-controlled cameras and AI-generated commentary are further enhancing capabilities.
Cloud-based production offers scalability and flexibility. “Sports broadcasters and streaming platforms are under more pressure than ever,” said David Edwards, product manager at Net Insight. “The shift toward IP-based workflows, cloud scalability, and software-defined production models continues to drive conversations.” Cloud workflows are particularly valuable for the variable demands of sports broadcasting.
Automation is crucial for managing complex workflows and costs. “The industry’s growing recognition that automation and efficient quality control are essential for successful direct-to-consumer sports coverage,” Johnson said. Automated monitoring systems help operators prioritize attention and maintain quality across channels.
The competitive landscape is driving innovation. “Live sports continue to be a major driver of audience engagement, but the landscape is becoming more competitive,” said Simon Hawkings, director, sales strategy and business acceleration, Ross Video. Broadcasters are investing in AI-assisted production, remote production, and cloud-based workflows to stay ahead.
A shift towards cinematic production values is changing the visual language of sports broadcasting. “We’ve seen a concentrated shift in the creative direction of sports production,” said Stosh Durbacz, vice president of sales, optical devices division, Fujifilm North America Corporation. This reflects evolving audience expectations.
Financial challenges remain significant for traditional broadcasters competing with streaming platforms for rights. “The biggest challenge in live sports production today…is not technical but financial,” Otto noted. Some are focusing on less mainstream sports to find a niche.
With private equity investment and technological advancements, the NAB Show 2025 will showcase the industry's evolution. “Private Equity groups are jumping in…and are betting on new technologies,” Young said. The show will highlight the intersection of industry trends and the competition for viewer attention.