Sports content remains highly prized. An international fanbase and digital channels are expanding its accessibility. But its unique value makes it vulnerable to media piracy.
The compelling nature of its on field content and unique on screen characteristics make it a media format that retains its live appeal. With many sports finding an increasingly global fanbase, distribution rights have similarly grown. The sums involved have exploded. English soccer is a prime example, with international broadcast rights for the Premier League valued at around $6.5 billion, surpassing the value of domestic rights for the first time.
Sports media remains the pinnacle of premium, and global distribution rights and diverse viewing options have increased its appeal – as well as its vulnerability.
There are more ways to watch than ever, thanks to over-the-top platforms and the role social media plays in serving and signposting content. It’s not all about live action either. Highlights play a key role, particularly on digital channels. Around 40% of fans aged 16-29 want to watch sports content unrelated to a game. Into this world has come non-fungible tokens, allowing iconic clips of sports action to be monetized into the market.