Новите спортни арени: миграция на аудиторията към ОТТ платформи и дигитални услуги
The New Sports Arenas. Audience Migration Towards OTT Platforms and Digital Services

Author(s): Ivan Valchanov
Subject(s): Social Sciences, Media studies, Communication studies, Sociology, Social Informatics, Sociology of the arts, business, education
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: sports audience; streaming platforms; OTT digital services
Summary/Abstract: Streaming platforms (over-the-top, OTT) have established themselves as a key source for media content consumption, with their evolution including a significant entry into the sports events segment. In response, global sports leagues are developing their own digital services, which offer a more complex viewing experience through additional functionalities: live statistics, personalized viewing modes, following specific athletes or teams, spoiler removal options, and participation in virtual fan leagues. This massive influx of OTT video is driving significant transformations in the sources, habits, preferences, and behaviour of the sports audience. This report examines these changes through two main methods: a meta-analysis of data on viewership and viewer behaviour, and case studies. Additionally, a content analysis is performed to explore the functionalities of the different platforms. The goal is to track changes in the audience and to classify the main characteristics, strengths, and weaknesses of the digital platforms chosen by sports organizers. Additionally, the role of traditional television in the context of these new trends is also examined.

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