Sports and Streaming

Welcome back to athletic anthropology! Through out the late 2010s and early 2020s, the impact of the internet was made clear through the development and growth of streaming services in global media. Sports are no exception to this evolution, as it is possible to watch live sports on nearly any device in any place. Today, I am excited to talk about the evolution of modern sports in terms of the way they are consumed and watched.

With the influence of streaming platforms and social media constantly increasing, adaptations to the presentation of sport ensure the profitability of both media outlets and sports leagues. In recent years, there have been efforts to focus media attention and production on highlights instead of the entire game. The growing influence of sports on media reflects changes in consumer habits, as the introduction of social media has made brief, action-packed sports clips popular as they excite audiences. The increased communication over the internet allows the clips to be quickly sent between fans and across platforms. Highlights help capitalize on the growing popularity of social media as people are less willing to spend long periods watching television broadcasts. The once 3-4 hour NFL and NBA games are no longer as marketable as these organizations deal with declining viewership and ratings. Many sports media companies have worked to reduce and compact sports into shorter segments to appeal to an evolving audience and counter the declining ratings. With shorter broadcasts, fans can tune in with minimal recap and enjoy the match. Many F1 races feature shorter broadcasting styles and presentations. Grand prix races last only about 2 hours, maybe a little longer if there are crashes on the circuit. These changes are the product of the increasing value of the highlight. Many fans follow sports almost exclusively through highlights, so appealing to these fans is vital as many sports leagues depend on large followings to function. Sports betting has also affected broadcasts, as betters are more likely to watch full games if they have placed specific bets on teams and players. These viewers are essential to networks as they allow leagues to earn more sponsorships and advertisements on their broadcasts. Some leagues have created exclusive products and partnerships that exclusively cater to betting fans. NFL RedZone, a streaming service that allows fans to view every highlight, touchdown, and turnover, was created to appeal to fantasy sports fans because they can place their rooting interests in the multiple teams displayed simultaneously on screen. Many sports networks have invested in similar multi-screen entertainment formats so that fans are always watching something engaging. Sports with dead space in broadcasts use this format to accommodate the time teams spend huddling and making adjustments before play begins. While these times may be exciting to watch in-person as individuals can witness the communication and energy in real-time, they do not effectively engage audiences on TV. The change in broadcasting styles reflects changes in the way Americans communicate and seeks to reach a wider audience. 

It doesn't look like the internet is going anywhere, so it is clear that sports will be increasingly consumed on streaming platforms. Within the decade it could be possible that we see the end of large television contracts as sports organizations like the NBA and NFL seek to utilize the growing popularity of streaming.

I hope that you have enjoyed our discussion. Make sure to look out for my new book about sports, culture, and society: Stadiums to Streets on Amazon. If you have any questions or comments, feel free to leave them below.