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体育科技趋势塑造体育媒体 & 2021年粉丝参与

由:迈克莫里森

Transformation heads into the slip-stream as digital becomes the primary means of interaction between sport and fan

Describing the last 18 months of sport as ‘a period of change’ isn’t likely to sell many headlines. 说出一个行业的名字,很可能这个行业的成员已经成为 熟悉不确定和混乱的情绪在美国,全球体育也不例外.

Some might argue that sport is making it’s first steps back to a level of normality, others would have you believe that we’ve settled into the fabled ‘new normal’ and the balanced people out there would suggest that we’re likely somewhere between the two. What no one would argue against is that the way sport works and the way the interaction between sport and fan works is vastly different to the start of 2020.

随着球迷们开始重返体育场和体育赛事, 在2020年没有被给予希望的事情最终上演了, we took the opportunity to get a gauge on where sports media and sports tech is and where it’s heading. vip威尼斯登录入口采访超过150个体育相关组织, 位于世界各地, 并从各种垂直行业, 确定粉丝参与度的变化趋势. 以下是vip威尼斯登录入口的发现.

新冠肺炎是一个加速器,但不是一个煽动者.

There’s no doubt that COVID-19 and a global pandemic has changed the interaction between any sports property and their fans. 也就是说, this change seems to reflect more of a quickening in the importance of digital media rather than a new idea in itself. The emergence of a global fanbase to complement a more local following has been commonplace for several years now. ,出现, and the growth opportunity which came with it placed a massive emphasis on digital media as the place where fans interacted with their favourite sport. Given that fans were largely unable to enjoy a live stadium experience over the last 18 months, what COVID-19 appears to have done is quicken the adoption of consumption via digital means as a result of the lack of a valid alternative.

This change seems to suggest some level of permanence; 61% of stakeholders across the sports media industry  said that their organisation is moving in a different direction than was initially planned for 2021. A further 74% said that COVID-19 had given their organisation new insight into the future of sports.

内容仍然是王. 

The content which sits at the heart of any fan experience remains a key ingredient – content creators need to make sure they’re delivering the right content regardless of the platform, 无论是OTT直播还是社交媒体上. 26% of broadcasters  cited a need for in-depth statistics and sports analytics as what their customers value most.

With any question about content, it’s hard not to ask where the focus should be, on breadth or depth? 对于许多, the answer appears to be both: diversifying coverage while simultaneously bolstering growth of core offerings. That can then be divided into two core areas: what you’re covering and how you’re covering it. Sports data and advanced metrics are now a staple of the fan experience as is video which continues to dominate 球迷消费. 这两家公司都希望继续增长, 因为粉丝们要求更多的细节和近乎即时的视频报道.

在新运动方面, half of all respondents said that they were looking to break into e-sports coverage this year. 据预测,电子竞技的观众人数将翻倍从2017年的水平,到2023年的6.46亿人. 鉴于电子竞技在十几岁和二十岁出头的年轻人中具有很强的渗透力, 在版权持有者中,这是一个令人垂涎的群体, 品牌和赞助商都一样, 它成为越来越热门的地产并不令人意外.

技术和创新是不可分割的

内容仍然是王 but 72% of respondents said that their organization was looking into investing in new technology this year. Gut feeling would lead you to believe that those technological focuses would be on the use of immersive technologies such as Augmented Reality and Virtual Reality, 这是过去几年任何体育媒体会议的一个主要主题. 也就是说, the focus is much more fundamental than that; How do we deliver the right content to the individual at any given point. 个性化, it would seem is what content distributors regard as their big ticket to opening up revenue streams.

一个实时互动的新时代

比赛体验仍然是球迷参与的核心. Unsurprisingly, this is most heightened in betting where revenues are tied to in-play markets. The broadcast sector is naturally aligned to this trend as well and is set to be transformed over the coming years through more detailed real-time analysis, 混合现实, 虚拟现实, 和更多的. It is no surprise that 65% of broadcasters who responded to our survey regarded themselves as pioneers in sports media. It’s also no surprise that betting and broadcast sectors both prioritised live engagement over content which runs across the week.

随着体育权利竞争的日益激烈 越来越激烈,压力越来越大,市场变得越来越拥挤, differentiating the broadcast offering by surfacing timely and relevant insights is key to building and securing an audience that will satisfy key rights holders. Fuelling all these experiences is a reliance on the content which sits in them and how that is accessed.

自然, these themes all create challenges to any content producers’ business model; How do you produce enough content to 满足一个饥饿的体育迷? 他们如何提供他们所追求的深度? 他们如何在繁忙和竞争激烈的市场中脱颖而出? 自然, these challenges lean towards an emerging role for artificial intelligence and machine learning. These technologies enable media companies in the world of sport to produce more detailed content, to do so at scale and to deliver it to sports fans in a way which works for them.

vip威尼斯登录入口vip威尼斯登录入口 2021年粉丝参与 概述这些趋势和更多. Download it now to see where the sports industry is and where it’s heading.

 

下载2021年粉丝参与度报告