The sports media landscape is evolving, as viewers increasingly opt for streaming on digital platforms rather than sticking with traditional broadcast and cable services. However, streaming platforms face challenges like latency and buffering, with more than half (57%) of sports viewers reporting difficulties while streaming live events.
This insight comes from a recent report by InterDigital, a company focused on wireless video and AI technology, and research firm Parks Associates. The paper, “Streaming Live Sports: Where Opportunity Meets Complexity,” highlights the need for streaming infrastructure to adapt to shifting consumer habits, particularly since streaming providers are now investing in sports broadcasting rights. The report examines how people enjoy live sports, from traditional broadcasts to subscription video-on-demand (SVoD), direct-to-consumer (D2C) models, pay-per-view, and paywalls. It addresses viewers’ pain points and how the streaming ecosystem can meet rising demand.
The report suggests that these quality issues could be addressed by using more efficient video codecs. For instance, HEVC is advantageous for high-resolution formats, such as 4K, due to its superior compression efficiency, which minimises file sizes and enhances bandwidth utilisation. The next-generation codec H.266 (VVC) is designed to meet the demands of ultra-high-definition streaming, offering even better compression efficiency and video quality.
Lionel Oisel, Head of Video Labs at InterDigital, stated, “Sports viewers should not encounter technical difficulties when supporting their favourite teams. The broadcast and streaming sectors must collaborate to address these challenges, or they risk undermining their credibility for future events. Streaming services must consider the holistic challenges of live video, as adopting advanced video codecs can notably decrease buffering and latency, significantly enhancing user experience.”
Michael Goodman, a Senior Analyst at Parks Associates, added, “The sports media environment is shifting, transitioning sports programming from cable and broadcast to streaming. Fans now have unprecedented access to engage with their favourite teams and sports. Many niche events and out-of-market matches that were once hard to find are now readily available, expanding the audience. Additionally, providers can create new engagement opportunities through interactive features like multicasts, live chats, and in-game betting, assuming the experience is seamless and user-friendly.”
