Sport in the Age of Short Videos

How can sports broadcasters connect with audiences whose media habits are increasingly shaped by short videos and social platforms?

A Deutschlandfunk interview from July 2023 offers an interesting perspective. Generation researcher Rüdiger Maas discusses a survey by the Institut für Generationenforschung in Augsburg: 40% of respondents aged 16 to 28 said they enjoyed watching sport on television, compared with more than 70% of those over 50.

For me, these findings raise questions about how people discover and engage with sport. A short highlight can capture attention within seconds. Following an entire match offers a different experience, built around anticipation, commitment and shared excitement.

I am curious to see how these preferences develop. The constant flow of brief content might also encourage a renewed appreciation for longer, more immersive experiences.

In my view, sports organisations and broadcasters need to experiment with formats that connect these experiences. Understanding changing viewing habits will be essential to developing relevant content and sustainable business models.

Read the Deutschlandfunk interview (in German)