Trend Snapshot: The future of sports media

Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.

Trend overview

Few content types continue to deliver the large-scale viewership of live sport. Yet consumer demands are changing, resulting in greater complexity for brands requiring mass reach.

The power of sport is beyond doubt. Over 20 million fans tuned in to England’s semi-final defeat in the 2018 FIFA World Cup – the UK’s biggest TV audience since 2012. In the US, the routinely attracts viewing figures in excess of 100 million.

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