For broadcasters, rights holders and sponsors the opportunities in sports broadcasting are immense, as high-value live sports content and major sporting events continue to drive revenue and audience reach. So how can media and content creators ensure they are set up for this fast-growing category? What do viewers of major sports events want to see?

This week at Broadcast Asia – the largest APAC event for the media and broadcasting industry – the latest technology and innovations were on display to inspire the exciting near future of broadcasting. Artificial Intelligence (AI), Content Media Security, OTT and Online Video, Remote Production, IP Broadcasting and Data and Analytics were the event’s hot topics.

Telstra Broadcast Services - New Business Models in Sport and Media panel, Broadcast Asia Singapore
Featured, from left to right are: Nigel Smart, COO Adelaide Football Club; Anna Lockwood, Head of Media Market Development, Telstra; Johan Kremer, Head of Business Development, AIQ; Peter Bruce, Director, IABM

But fittingly, with the viewers around the globe currently glued to the FIFA World Cup, the biggest buzz was around sports broadcasting with these top four trends flagged as game changers for broadcasters and sports audiences.

  1. Viewers want sports content to be truly mobile and flexible: any content, anywhere, on any device
  2. They want to watch and engage simultaneously with like-minded communities – giving the sports viewer the interactive experience they are seeking
  3. Underpinning the viewer consumption desires is a yearning for personalisation. Direct to viewer offerings and AI and Machine Learning/Deep Learning are becoming more important for sports content producers and broadcasters to provide greater personalisation to viewers
  4. The rise of gaming and esports as a content focus for young viewers, leading to a new and rapidly growing adjacent opportunity for traditional sports media businesses

Whether you’re a football (soccer), rugby, athletics, snowboarding or even an esports fan, over the next five years in Asia there is going to be a major sporting event for you:

  • 2018 Asian Games in Indonesia
  • 2018 League of Legends World Championship in Korea
  • 2019 AFC Asian Cup in United Arab Emirates
  • 2019 FIBA Basketball World Cup in China
  • 2019 Rugby World Cup in Japan
  • 2020 Summer Olympics in Japan
  • 2022 Winter Olympics in China

With 60 per cent of the world living in Asia, reaching this audience with these four key things in mind is critical.

Asia is the largest and fastest growing market for media, and global content creators are taking advantage of this demand by expanding their geographic footprint into the region. This is why Telstra Broadcast Services has invested heavily to ensure we’re set up to provide the best broadcast experiences possible for sport audiences and fans.