Sports Streaming Grows 74% as ITV's margins are dropping by 54% and RTL's by 35% - does this trend signal a permanent change in broadcasting economics?
At the Sports Production Summit at IBC, Rebecca Jackson’s presentation dives into the shifting landscape of sports broadcasting in Europe, highlighting how traditional TV is feeling the heat from the rise of digital platforms. Here’s a breakdown of the key points:
1. Traditional TV Under Threat
Dwindling viewership: Traditional broadcasters like ITV and RTL are losing audience share and revenue to streaming platforms, as viewers gravitate towards on-demand content. The shift is undeniable—Jackson mentions a 74% growth in digital viewers between the Rio and Tokyo Olympics. Platforms like Warner Bros. Discovery Plus saw their unique digital viewers skyrocket in just two days.
Margin Shrinkage: ITV's margins have dropped by 54%, while RTL has seen a 35% decline in the past decade. It raises the question: is this just a temporary disruption or a permanent shift in broadcasting economics?
2. Adapting to Market Shifts
Tech Investment is Key: Broadcasters and rights owners are investing heavily in video technology to stay competitive. For example, live production tools and streaming technologies are being developed to improve the quality of Tier 1 content, while free-to-view streaming services are being tested to engage new audiences.
Diversification: Rights owners, leagues, and smaller clubs are increasingly developing direct-to-fan (D2F) streaming services. Over half of Europe's top rights owners now operate their own platforms, a necessary move to gather viewer data and maintain fan loyalty.
3. The Rise of Big Tech in Sports
Apple, YouTube, Netflix, and Amazon are all ramping up their investments in sports rights. YouTube has increased its number of deals sixfold, while Apple has made major moves in securing global sports rights. With these tech giants entering the game, traditional broadcasters are feeling the pressure of new competition, especially as these companies aim to secure major leagues like the Premier League and NFL.
4. What’s Next for Broadcasters and Vendors?
Broadcasters must diversify: They need to expand beyond just top-tier rights and include local and niche sports to maintain relevance and audience connection. Jackson cites examples like ITVX and BBC iPlayer, which have succeeded by offering viewers flexible access to popular content like Love Island and Doctor Who.
Vendors must find their niche: Whether it’s building accessible, scalable technology for smaller leagues or offering customizable tools for global streaming, vendors need to clearly define their target market. A one-size-fits-all approach won’t cut it in this evolving ecosystem.
The takeaway is clear—broadcasters, rights owners, and vendors must embrace technological investment, diversify their offerings, and adapt to the increasing dominance of streaming and big tech players to thrive in this rapidly changing landscape.
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