The traditional dominance of TV as the primary medium for sports broadcasting is now challenged by digital platforms like YouTube. An academic paper discusses how the International Olympic Committee (IOC) is using YouTube as a complementary platform for the Olympics broadcast. It highlights YouTube's digital advantages such as real-time access, user-driven content co-production, and versatility of communication. The paper also points out the IOC's increasing dependency on the YouTube algorithm for audience engagement and its selective focus on key user markets. While YouTube has not yet overtaken TV for live broadcasts, its role in sports consumption is undeniable.
An Analysis of New Platforms in a Newer Sport Media Ecology
The development of digital media has brought about the emergence of several new media platforms for sports content to be distributed from. Web 2.0's creative, democratic, interactive and complex network characteristics has fostered the platformisation of social media, apps, E-sports and VR/AR as channels for sporting content (Lindgren, 2017). Social media's defining attributes and features... Continue Reading →
Media and Digital Transformation in Sport 