The landscape of live sports broadcasting is rapidly evolving, as fans increasingly use multiple screens to enhance their viewing experiences during events like the UEFA Euro 2024 semi-final. A large majority of sports fans now utilize second screens to engage with friends and social media while watching games. Younger audiences particularly favor video platforms for highlights and influencer-led commentary, leading to significant growth in viewership on YouTube, which saw a 45% rise in sports content in 2024. Content creators, such as streamer Mark Goldbridge, offer alternative viewing experiences, often attracting hundreds of thousands of viewers. Traditional broadcasters, meanwhile, face challenges in adapting to this shift, particularly in European markets where media revenues have stagnated. However, streaming innovations are thriving in regions like Brazil, where local production companies are winning rights to broadcast soccer matches on social media, achieving massive viewership. The competition for sports media rights is intensifying, with streaming values in the U.S. nearing $30 billion. In response, traditional broadcasters are launching their own streaming services to retain and engage audiences, highlighting a pivotal moment in the future of sports media.
