How the sports media world is undergoing a seismic shift

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The world of live sports is undergoing a transformation as people use more screens to curate their own broadcast experiences.

Today, a vast majority of sports fans say they use second screens during live broadcasts, as they discuss the game with friends or check social media. A growing number of younger fans, meanwhile, are turning to video platforms to watch highlights, listen to live influencer commentaries and engage in communities built around sport.

YouTube has been one of the biggest beneficiaries. The platform, owned by Google-parent Alphabet, saw sports content viewing increase 45% in 2024 as people searched for highlights of the Paris Olympics and tuned in for YouTube's exclusive NFL coverage on Sundays. 

Content creators such as Mark Goldbridge, a British streamer who hosts live "watchalongs" of Premier League soccer matches on YouTube, have helped the platform provide alternative sports experiences.

"People aren't just watching Sky Sports at half past four anymore, they're multitasking," Goldbridge told CNBC, referring to Europe's top sports broadcaster. "They're engaging in our live chat; they're playing [video games such as] Championship Manager with sport on in the background."

His streams, which regularly attract over 250,000 viewers, also provide an alternative route for broadcasters to reach global audiences. In November 2024, Sky Sports Austria gave Goldbridge the rights to livestream its broadcast of an Austrian Bundesliga soccer match as part of his YouTube watchalong, helping it reach his community of 1.3 million fans.

For rights holders, viewers' migration onto streaming platforms is extremely lucrative. Competition from Amazon, Netflix, and