вЂњBroadcasters and media rights holders across sport must act fast to align their video strategies with what consumers are asking for,вЂќ said Scott Lunn, Head of Content at Grabyo. The BBC provides freely available for more casual sports fans, Eurosport delivers events via linear channels on Pay-TV, and Discovery+ offers absolutely everything for a single subscription with no obligation. If anything, the Olympics television rights situation demonstrates this multi-channel future. The two key trends identified by GrabyoвЂ™s report won't surprise anyone working in sports media, but the figures illustrate the momentum of these shifts and that there is an opportunity for sports streamers able to create a compelling product вЂ“ or an existing broadcaster to branch out and offer a new service to complement existing channels. But even taking that into account, its report offers plenty of insight for the industry. It is worth pointing out, however, that Grabyo specializes in helping broadcasters, rightsholders and other content creators edit, clip and push out online video as quickly as possible. Almost half of all sports fans are accessing social media and 55% want to see more live content and 51% want more video highlights. Social media platforms such as Facebook and Twitter are increasingly important tools for enhancing reach. Making some content available on free-to-air (FTA) FTA television or on YouTube increases exposure, while a deal with a Pay-TV channel increases income. Rightsholders have long tried to strike a balance between reach and revenue. The suggestion is that unless rightsholders ensure their events are shown on a streaming service вЂ“ either in addition to or instead of linear broadcasts then they could lose audiences.ДЄnother key insight is the role of social media. However, viewers are not abandoning pay-TV just yet because they don't feel enough content is available on streaming platforms just yet.

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