By James Ransome, Ross Video senior business development manager, sport and live events. 2025 will likely be a year of continued transformation, growth, and opportunity for broadcasters. While our minds may jump to the cutting-edge technology that may drive this, those of us working in the industry know that the real drivers of transformation are people: the fans, the broadcasters, the producers, and the on-the-ground teams who bring live sport to life. The way fans engage with sports has shifted dramatically. Streaming platforms have seen a meteoric rise in viewership, from 39% in 2019 to 75% today. Social media is playing an increasingly central role, with 64% [Capgemini] of fans now engaging with sports content there, particularly younger audiences like Gen Z and Millennials. What fans value most These trends are not just numbers; they reflect the changing priorities of a diverse, digitally-savvy audience. Fans want more than a front row seat; they want control, interaction, and immersion. Features like real time stats, choice of camera angles, and second-screen content aren’t just add-ons; they’re becoming the baseline expectations of a generation raised on gaming and social media. It’s about understanding what fans value most – be it connection, convenience, or deeper storytelling – and delivering it in ways that feel personal and meaningful. The rise of streaming, second-screen use, and interactivity has created new opportunities, but also new challenges. Broadcasters must now adapt to multi-platform workflows, embrace automation without losing the human touch, and produce content that feels dynamic and engaging across more streams than ever before. Technology can help; cloud and hybrid infrastructure will continue to add value to sports broadcasting, but it’s only as effective as the people who use it. That’s why investing in training, collaboration, and knowledge-sharing is vital. Broadcasters need the skills and support to adapt to evolving tools and workflows while also retaining the creativity that makes great storytelling possible. More collaboration Into 2025 and beyond, collaboration across traditional and new media will play a key role in fostering engagement. Broadcasters, content creators, and production teams must work together to develop innovative ways of telling stories that resonate with fans. For example, the rise of second-screen experiences requires close coordination to create content that enhances – not distracts from – the live experience. Similarly, the successful integration of AR and VR depends on creative partnerships between technologists and storytellers to ensure these tools serve the narrative rather than overshadowing it. In an industry obsessed with the latest tech trends, it’s easy to lose sight of the fact that broadcasting is fundamentally about people. It’s about the fans who cheer from their living rooms or the pub, the players who inspire millions, and the pundits who bring their stories to life The future is bright; not because of the tools we’ll use, but because of the people who’ll use them to bring us closer to the games we love. By focusing on creativity, collaboration, and connection, we can ensure that sports broadcasting remains not just a technical achievement but also a human one.

By James Ransome, Ross Video senior business development manager, sport and live events. 2025 will likely be a year of continued transformation, growth, and opportunity for broadcasters. While our minds may jump to the cutting-edge technology that may drive this, those of us working in the industry know that the real drivers of transformation are […]

By James Ransome, Ross Video senior business development manager, sport and live events.

2025 will likely be a year of continued transformation, growth, and opportunity for broadcasters. While our minds may jump to the cutting-edge technology that may drive this, those of us working in the industry know that the real drivers of transformation are people: the fans, the broadcasters, the producers, and the on-the-ground teams who bring live sport to life.

The way fans engage with sports has shifted dramatically. Streaming platforms have seen a meteoric rise in viewership, from 39% in 2019 to 75% today. Social media is playing an increasingly central role, with 64% [Capgemini] of fans now engaging with sports content there, particularly younger audiences like Gen Z and Millennials.

What fans value most

These trends are not just numbers; they reflect the changing priorities of a diverse, digitally-savvy audience. Fans want more than a front row seat; they want control, interaction, and immersion. Features like real time stats, choice of camera angles, and second-screen content aren’t just add-ons; they’re becoming the baseline expectations of a generation raised on gaming and social media.

It’s about understanding what fans value most – be it connection, convenience, or deeper storytelling – and delivering it in ways that feel personal and meaningful.

The rise of streaming, second-screen use, and interactivity has created new opportunities, but also new challenges. Broadcasters must now adapt to multi-platform workflows, embrace automation without losing the human touch, and produce content that feels dynamic and engaging across more streams than ever before.

Technology can help; cloud and hybrid infrastructure will continue to add value to sports broadcasting, but it’s only as effective as the people who use it. That’s why investing in training, collaboration, and knowledge-sharing is vital. Broadcasters need the skills and support to adapt to evolving tools and workflows while also retaining the creativity that makes great storytelling possible.

More collaboration

Into 2025 and beyond, collaboration across traditional and new media will play a key role in fostering engagement. Broadcasters, content creators, and production teams must work together to develop innovative ways of telling stories that resonate with fans.

For example, the rise of second-screen experiences requires close coordination to create content that enhances – not distracts from – the live experience.

Similarly, the successful integration of AR and VR depends on creative partnerships between technologists and storytellers to ensure these tools serve the narrative rather than overshadowing it.

In an industry obsessed with the latest tech trends, it’s easy to lose sight of the fact that broadcasting is fundamentally about people. It’s about the fans who cheer from their living rooms or the pub, the players who inspire millions, and the pundits who bring their stories to life

The future is bright; not because of the tools we’ll use, but because of the people who’ll use them to bring us closer to the games we love. By focusing on creativity, collaboration, and connection, we can ensure that sports broadcasting remains not just a technical achievement but also a human one.