How social media changes the way we watch sports.

In recent years, the landscape of sports broadcasting has witnessed a significant transformation, driven by the ever-growing influence of social media. In this article, we’ll explore how social media has revolutionized the way we engage with and consume sports content, without compromising on keywords or the original blog’s essence.

With record-breaking viewership numbers during events like Euro 2020, where the final match garnered a staggering 31 million viewers in England alone, it’s evident that people still relish live sports coverage. However, the advent of social media has brought about a paradigm shift in how we experience and interact with live sports.

Social media platforms like Twitter and Facebook have emerged as alternative mediums for consuming sports content. Today, these platforms offer immediate access to real-time information and highlight reels, allowing fans to stay updated on the latest happenings in the sports world via their smartphones, tablets, or computers. Twitter, in particular, has witnessed a surge in user activity during live events, with many sports enthusiasts making it their primary second-screen companion.

This simultaneous viewing phenomenon, often referred to as ‘dual screening’ or ‘second screen,’ enables fans to enhance their sports-watching experience by complementing traditional TV broadcasts with social media engagement. A notable shift in viewing habits has been observed among millennial sports fans, with a growing percentage using their smartphones while watching TV. This trend, as highlighted by eMarketer, surged from 51% in 2014 to a significant 74% in 2017.

Simultaneous viewing doesn’t undermine the experience of traditional TV viewing; instead, it offers supplementary content that enriches the overall experience. Personally, I have found Twitter to be the most influential social media platform in altering my sports-watching habits. I frequently follow live commentary from online journalists who provide updates and personal insights on games I’m watching live. This use of Twitter demonstrates how a second screen can intensify the engagement and memorability of the viewing experience. Moreover, the emergence of meme culture on platforms like Twitter has added another layer to the social media sports scene.

Memes related to sports events or players circulate rapidly on Twitter and other platforms, becoming an integral part of online communication. The NBA Twitter community, in particular, has embraced meme culture, creating a unique online discourse surrounding the sport.

Research conducted by YPulse indicates that a significant proportion of younger viewers (70% of those aged 13–37) no longer feel the need to watch live games to stay informed about sports events. Social media channels offer non-traditional forms of content, leading many to opt for sports highlights as a quicker and more concise way to stay updated.

Social media companies are continuously exploring innovative methods to enhance live sports viewership on their platforms. For instance, Facebook Watch, launched in 2017, has become a prominent player in the sports broadcasting arena. By acquiring rights to various sports, from Women’s Basketball to surfing, Facebook Watch has positioned itself as a competitor in the broadcast industry, integrating social media and live sports viewing.

The ability to access real-time information and content without delay has become an expectation on social media platforms, pushing them to compete for the most accessible and high-quality content related to live sporting events.

Sporting organizations have adapted to the growing influence of social media by taking ownership of media platforms. Examples include NBL TV and AFL Media, associated with the Australian National Basketball League and Australian Football League, respectively. These moves reflect the effectiveness of social media in engaging millennials with sports content.

YouTube has also played a pivotal role in reshaping sports viewing experiences. It offers a platform for individuals to create live content or upload pre-recorded videos. Channels like AFTV, run by Arsenal supporters, stream watch-alongs where viewers can witness live reactions and commentary, exemplifying how ‘second screen’ viewing enhances live sports coverage.

In addition to social media, the rise of online sports betting has contributed to dual screening, with in-play betting becoming increasingly popular. Premium sportsbook provider Kambi predicts that a significant portion of bets placed during major tournaments now originate from mobiles or tablets, highlighting the role of second screens in the betting experience.

As we look to the future, it’s conceivable that more people will shift from traditional TV broadcasting to using their phones and social media as their primary means of watching and interacting with live sports. Traditional TV may eventually become the “second screen” as the integration of smartphones and social media takes center stage in the world of sports coverage. Social media’s impact on sports viewing is still evolving, and the possibilities for its future influence remain exciting to explore.