In recent years the world has undergone a digital revolution with every industry transforming and adapting to modern technology. The technological innovations have indeed led the world in the 21st century, reimagining the way humans live. Beginning with the transition of simple mobile handsets to smartphones, from exclusive availability of the internet to the easy access to internet and cloud technologies that emerged with it, the digital revolution in the past 5 – 6 years especially after the pandemic has impacted every industry beyond measures, and sports is no exception to this.
The digitalisation of sports probably has been one of the most fast paced transformations. Initially somewhat restricted to the functioning of the sports industry in terms of technological advancements in performance analysis, sports production, etc has in recent years reached to the sports community at large, especially in India. The thrill of a packed stadium, the electric atmosphere, and the collective euphoria of thousands of fans ; these have been the elements that have defined sports viewing in India for decades. However, the landscape of sports viewing in the country is changing drastically. With the emergence of the Internet, the way Indians consume sports has shifted – from stadiums to screens.
The easy access of the internet, leading to the emergence of OTT streaming platforms have made sports accessible to everyone irrespective of the geographical barriers. The popularity of OTT streaming platforms has always been on the rise as it allows audiences to engage into their favourite sports event happening anywhere around the world simply through their mobile phones. The live streaming of games on OTT has brought an immense degree of convenience to the viewers who now no longer have to plan their schedules around the sports events with a fear of missing out on important games. The fact that all the sports action from the world, may it be an International cricket tournament or a local Kabaddi match can be viewed at the tap of a button on one’s mobile screen has democratised sports viewing,allowing fans to experience the thrill of the game regardless of their location.
However, the pandemic has been the ultimate driving force in shifting the audience preferences of consuming sports directly via OTT platforms. The social distancing norms and government restrictions during the pandemic made it impossible for fans to watch their favourite sports games live from the stadiums and that’s when the OTT streaming platforms came in as an easy solution for fans to consume sports as well as the broadcasters to keep the sports economy running. The growth of online streaming can be clearly seen in the rise of a digital sports community as fans across the world, from various cultures, religions, supporting various teams have now got a platform to share their views, interact with each other and become an active participant in the sports event. And as the streaming platforms come up with innovative features to ensure maximum fan engagement, the trend of choosing streaming platforms for sports consumption seems to go on.
Additionally, streaming platforms have also ensured visibility to non-mainstream, niche sports such as Volleyball, Wrestling, Badminton, Table Tennis and many more. While cricket, football and kabaddi continue to dominate the pulse of the sports community in the country, these other sports have gained a newfound recognition in the digital arena. OTT platforms have brought these sports the visibility that they deserve, empowering and nurturing the emerging talent and expanding the sports ecosystem in India. The OTT platforms streaming games from such niche sports have brought together a community of people who follow the sport, leading to various initiatives such as professional league tournaments for such sports.
The most fascinating factor about consuming sports on streaming platforms is it hasn’t affected the core feeling and passion for a sports enthusiast. The excitement, the adrenaline rush of a last minute goal or a last ball sixer or the disappointment of losing a crucial catch, the emotions remain just as vivid and palpable on the screen as it would be in a jam packed stadium. So, the digital experience has not actually replaced the physical fervour but has augmented it, creating a dynamic synergy between the real and virtual worlds of sports.
Thus, it won’t be an exaggeration to say that the shift from stadiums to screens is not just a change in the medium but a social evolution and a testament to humans adaptability to modern technology. In a way, it is also a testament to the unifying power of sports as the urge to adapt to modern technology primarily comes from the passion for sports and the need to be a part of the sports community. So, as the audiences continue to shift to newer mediums of sports consumption, sports is actually tapping into newer arenas and newer audiences and growing in popularity and the sports ecosystem in India continues to flourish like never before!
Written by Sidhhant Agarwal, Founder of SportVot