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The Future of Sports Media Content

I believe that within the next 25 years, the supplying and manufacturing of sport media content will significantly change under the influence of its users and will be strongly focused on consumer interaction. Cable television providers are likely to be replaced with Internet-based and mobile-friendly media sources, as they will offer dynamic commentary of live sport events and allow real-time user feedback and social media communication (Hutchins, 2018). Moreover, content ecosystems will be affected by loyal sport fan communities supplying digital media content, covering professional sport activities, and introducing the elements of the entertainment industry. According to Devlin and Brown-Devlin (2017), individual personality traits will determine sport media consumption. Thus, the providers of the sports content will need to develop the instruments for researching the personalities of viewers to manufacture informative, relevant, and personalized content increasing fan loyalty and engagement.

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As a result of the changes, the industry will become more audience-oriented and flexible to meet the needs of consumers. Mobile media supported by information technologies and the Internet will shape the industry and replace the traditional sources of sport content. Key industry players will be responsible not only for live streaming of events but also for the availability of content on various devices, the participation of athletes during social media activities, and data analytics (Hutchins, 2018). Additionally, personalized viewing experience and opportunities for active fan participation will help the industry to attract new consumers developing team identification, or “psychological connection to a team” (Devlin & Brown-Devlin, 2017, p. 373). Therefore, the industry’s principal focus on the performance of athletes might be shifted to the quality of global entertainment and consumer satisfaction with easily accessible and flexible mobile media content.


Devlin, M. B., & Brown-Devlin, N. (2017). Using personality and team identity to predict sports media consumption. International Journal of Sport Communication, 10(3), 371–392. Web.

Hutchins, B. (2018). Mobile media sport: The case for building communications research agenda. Communication and Sport, 7(4), 466–487. Web.

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