Future Trends in sport media: Is VR set to take over?

Predicting the future of the future sport media is no easy task, especially with technology evolving at an unprecedented pace (Marino et al., 2021; Warnock, 2018). While some believe that traditional media will maintain its dominance on flat screens (Gantz & Lewis, 2014), recent advancements in virtual reality (VR) suggest that this control could be on the verge of a major transformation.

VR has begun to redefine fan engagement in the world of sport, with some projecting the VR market to reach $26.9 billion by 2027 (Kolmar, 2022). By offering an immersive experience of live games gives fans the most in-stadium virtual experience we have seen yet.

With the launch of ‘Xtadium’ meta now offers fans a chance to become closer to the action than ever before (Meta, 2022). Meta now offers 52 live NBA games during the 2024-2025 season, giving fans the chance to choose from eight different camera angles to get the perfect view in 8k video quality —a level of customization never seen before.

Research suggests that Gen z sports fans crave interactive entertainment that goes beyond passively watching the game (Pirker, 2023). Meta seems to have tapped into this demand, offering dynamic commentary, in game statistics, voting polls, and competitions. Fans can even participate in fun games and challenges to keep them entertained during breaks in play and half time.

For now, these 360-degree immersive live experiences are only available in a few sports such as NWBA, NBA and tennis. However, as hardware develops and VR technology becomes more affordable, it seems inevitable that other major sports leagues will follow suit, adopting similar viewing models to enhance fan engagement.

While VR is relatively available in modern times, mass adoption is yet to occur with VR’s growth remaining linear rather than exponential (Lindner, 2020), but is expected to grow exponentially as technology improves and costs decrease (Alsop, 2022). A survey conducted by Kolmar (2022) found that 55% of respondents cited price as the biggest barrier to adoption. Additionally, many fans see little incentive to put on a cumbersome VR headset to watch content that’s easily accessible on their TV screens, as the majority of VR live sport is displayed on a screen (Schomer, 2024).

For now, it seems that the more immediate changes may be seen on the ‘traditional’ TV screen. Within today’s youth, the most growing way to consume sport seems to be through mainstream streaming like Netflix and amazon prime (Pegoraro, 2013), accompanied with the growth of sports fans tuning in with social media streamers such as Mark Goldbridge (YouTube).

It’s possible that mass media companies will adapt to this trend by partnering with popular streamers, creating a hybrid model where influencers are employed to drive viewership while broadcasters retain control over monetization.

So, where does the future hold for sports media coverage? Will traditional broadcasters continue to dominate? Will streamers rise to challenge that dominance? Or will VR advancements inevitably revolutionize the way we consume live sports, making it as simple as putting on a pair of glasses to feel like you’re right there in the stadium?

The future is uncertain, but one thing is clear: the way we watch sports is evolving. What do you think? Will mass media adapt and integrate these new technologies, or are we on the brink of a fan-led revolution in sports broadcasting? Let us know your thoughts in the comments!