Technology has completely reshaped the live sports landscape over the last decade. From augmented reality in broadcasts (i.e. the First-and-10 marker in football; Trackman in golf) to improvements in television production and broadband internet access facilitating FAST channels, vMVPDs like YouTube TV, and alt-casts. We have also seen an explosion of direct-to-consumer streaming services from several of the largest technology companies, like Netflix and Amazon. And while these companies have spent billions on acquiring sports rights, an issue remains that is causing the streaming revolution to stall. The technology used to actually stream these live sports has not changed and is not capable of delivering streams in real-time, or even close to it. Therefore, we all experience the dreaded buffering symbol on our devices as a result.
The way fans are consuming content, however, has dramatically shifted. According to the Sports Business Institute, 87% of those watching live sports have two screens open while watching a sporting event; sometimes three (or more) screens. There is no more “first screen.”
Fans Are No Longer Leaning Back
What does this mean? Interactivity in some form of social communication has taken over the lives of most while they are watching the game. Fans are simultaneously interacting on multiple screens and devices, and usually, that includes some form of social engagement – text, social media, watch parties, or tweets. Plus, with sports betting prevalent and betting lines appearing on the broadcasts, and with fantasy leagues more popular than ever, hearing about a play 30 or 60 seconds before you see it on your screen is unacceptable.
Technology that will further enhance the fan experience will become more of a defining characteristic of these platforms and perhaps a way to separate themselves from the linear broadcast even further. Traditional broadcasters know this but are hesitant to change because of what they have invested in their current legacy tech stacks and the human capital overseeing them. They (rightly) ask the question: will I make more money if I switch technology?
It’s not just a financial decision anymore, it is also a lifestyle one. Watching a game is no longer a “lean back” experience where you just grab a snack and fall into the recliner for 3 hours. Younger fans are moving away from watching full games to just catching the highlights. On top of that, in a world centered around convenience, viewers are frustrated with sports leagues that make the discovery process cumbersome by striking exclusivity deals with 3, 4, or more platforms in any given season. This decides to watch a game not only harder but increasingly more expensive.
The Tipping Point
This year, fans experienced delays anywhere from 26 seconds to well over one minute across streaming platforms during Super Bowl LIX. It’s crazy to think that in 2025, with countless options for viewing live sporting events, the only real way to enjoy a nearly real-time experience is with an over-the-air antenna.
It’s time to update the technology to bring fans a better experience because streaming platforms have arrived at a tipping point. If they don’t upgrade the experience soon, we may start to go backward and return to cable. Exclusive content rights and bundling with other services have helped differentiate, but even that has left consumers frustrated and confused. (Where is this game streaming, and why can’t I access that game with this service?)
The thing is – the technology does exist. And broadcasters can monetize it. Phenix launched the industry’s first real-time server-side ad insertion, so ads can be dropped in for real-time delivery, just like with the technology broadcasters currently use. Keeping fans engaged through interactive features will decrease churn and maximize revenue. Ultimately, this will drive more fan engagement, help reach a younger demographic, and lead to higher ad rates. The technology is there – it’s time to use it.
