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This report explores the new ways in which young sports fans are watching and interacting with new types of sports video content.


  • Inserting fans into the content experience is key to engagement. The democratization of online video and the evolution of social video platforms means that young fans now expect to be a part of the content experience, not just passive viewers.

Features and Benefits

  • Analyzes the key trends shaping the future of millennial-focused digital and mobile sports video content.
  • Makes recommendations for players, including content providers, rights holders, and sports bodies, hoping to tap into the evolving sports video space.

Key questions answered

  • What impact are evolving social and messaging platforms having on the sports video space?
  • Why, and how, should sports media players go beyond live sports broadcast with new types of sports-related content?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Why go beyond live broadcast?

  • Top-tier live broadcasting rights are prohibitively expensive
  • Live sports broadcasts are only one part of the story

Social and messaging platforms are now core distribution platforms for sports content

  • Sports fans’ digital time is dominated by social media and messaging on mobile
  • Social and messaging platforms are expanding further into sports
  • Creating a unified cross-platform experience is a major challenge

Fan-generated content will continue to grow in importance

  • Young fans now want to insert themselves into the content experience
  • Legitimizing timely, fan-generated content should be high on the agenda
  • Broadcasters and sports bodies have already struck deals to create virtual stadium experiences

New types of digitally and socially native professionalized sports content continue to flourish

  • YouTube is now a viable platform for both premium and non-premium sports content
  • Sports-based MCNs/MPNs and digital production companies are becoming established
  • News-based content offers a key opportunity
  • E-sports is growing into a mainstream millennial-focused sport


  • Methodology
  • Further reading
  • Author

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