Transforming the Live Sports Experience – It's
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June 2019 | MEDIA Transforming the live sports experience – it’s game on for 5G Major sports codes in Australia are trying to figure out how to engage and attract younger fans, and they are looking to technology not only to gain and retain fans but also to get fans into the stadium. Key takeaways / Fan wants to be closer to the action, to the players, to the stats and to the most revealing camera angles. As per Venture Technological Insights’ mobile consumer survey, 60% of respondents said that they would be interested in or very interested in sports apps that allow them to development is change viewing angles and view game and player stats in real-time. rapidly changing / 38% of respondents said that they use smartphones in a almost every facet of stadium to watch live broadcast, live replays and view player/game statistics while watching a game. the business of live / 5G could play a key role in transforming the sports viewing sports and as sport experience both in the stadium and at-home as it enables changes both on and immersive video experiences that increase engagement including AR/VR, 360-degree video capture and ubiquitous volumetric video content. off the field, / This represents an opportunity for telcos to provide innovation has enhanced connectivity such as 5G in sports stadiums to ensure become a key priority that their subscribers remain connected. Several telcos (Verizon, AT&T and SK Telecom) across the world plan to or are already building and deploying 5G networks in sports stadiums. for all industry stakeholders. / Broadcasters, teams, stadia and network operators are all trying to remain at the forefront of this change. The industry’s biggest catalyst is going to be 5G – from enabling sports streaming apps that allow multiple viewing angles, monitoring and improving the athlete’s performance through wearables to enhancing the fan experience in the stadium. Introduction The live sports viewing experience has changed significantly in the last 10 years. Rapid advances in digital and video technologies has been the main driver of this change and there’s barely any part of the sports broadcasting and viewing ecosystem that been left untouched. One of the key changes has been the way it is consumed by fans both in the stadium and at-home. The rise of smartphones with large high-resolution screens and new platforms (social media) has led to fans seeking on-demand, immersive and personalised viewing experiences. Competition for new fans has also shifted from other leagues and codes to everything and anything that any individual can now do in any moment. In response, not only do teams, leagues, and events need to be personally relevant at match time, they need to be available on-demand for their ever-demanding fan base. As sport changes both on and off the field, innovation has become a key priority for all industry stakeholders. In this report, we highlight some of the key trends and innovations that are transforming the business of live sports, analyse the results from Venture Insights’ consumer survey on the in-stadium sports viewing experience and how 5G could play an important role in the sports broadcasting and viewing landscape. The live sports experience is changing… The business of live sports, seen as perhaps the last great firewall for traditional broadcasters, is facing deepening challenges in the era of mobile and live streaming options. There was a time when the only way to watch live sport in your living room was via the handful of terrestrial channels picked up by a television antenna or by being physically present while the game is being played in a stadium or arena. But today there is a plethora of digital and linear platforms through which fans can consume all sorts of games, matches, tournaments and competitions. It means there is more choice than ever before. Consumer preferences are changing; with fans embracing new digital channels that allow for more customised, and on-demand experiences, often at the expense of traditional offline media platforms. In a world with over supply of content and time poor viewers, new technologies and platforms that can directly deliver the best real-time sporting moments are fast becoming go-to solutions. While sport remains the highest rated content on television for traditional broadcasters the modern-day sports fan is actively pursuing additional ways to watch sport. There is a desire for more content across multiple platforms of choice which deliver superior user experiences. Today this is often found via digital enabled platforms. Fans want to be closer to the action, to the players, to the stats and to the most revealing camera angles. They want the insider’s view. Mobile devices have become central to this, giving fans access to anything from video replays, live scores from other games, stats and data analytics to engaging with our network on social media platforms. According to Venture Insights’ mobile consumer survey, more than 60% of respondents said that they would be interested in or very interested in sports apps that allow them to change viewing angles and view game and player stats in real-time. 1906_393 Live Sports and 5G IMPORTANT DISCLOSURES ARE PROVIDED AT THE END OF THIS REPORT © 2019 Venture Insights Pty Ltd. All rights reserved Page 2 5G will play an important role Enhanced stadium experience for sports fans Sports broadcasting and viewership is undergoing a state of transformation. At-home viewers and live attendees are no longer content to simply remain passive viewers. They want to access real- time content, analytics and share pictures and videos on social media as the event takes place. With billions of smartphone devices in use around the world, it’s not surprising how reliant today’s sports fans are on their smartphones, from recording and sharing a goal, enjoying multi-angle replays moments after an event to simply messaging a friend to check on a rival team’s results, sports fans expect to be able to use their phone to interact with their team throughout a match. Meeting the large bandwidth requirements of sports events or other mass live events such as music concerts has always been an ongoing challenge for broadcasters and telcos as tens of thousands of attendees are consuming or uploading massive amounts of data in a short period of time. In February of 2017, at American football’s biggest game in Houston’s NRG Stadium, for example, fans consumed 25.8 terabytes of data from AT&T, Verizon, and Sprint, up from 15.9 the year before. And that doesn’t include the 11.8 terabytes of data traveling over the stadium’s Wi-Fi network. According to Venture Insights mobile consumer survey, 38% of respondents that watch sports said that they use their smartphones to watch live broadcast, watch live replays and view player/game statistics while at a stadium watching a live game. Figure 1. When you are watching live sports at a sporting stadium or event, do you also use your smartphone to see the live broadcast coverage or get statistics? Yes - watch live broadcast/live replays/check player 38% and game statistics No - I do not use my smartphone to see live broadcast 62% coverage or get statistics? SOURCE: Venture Insights mobile consumer survey April 2019, n=1,026 Advances in network technologies like 5G are about to change the sports viewing experience as it increases network capacity and throughput, allowing 5G enabled devices to connect to network resources through a range of access technologies from sub-1GHz all the way through mmWave. That capacity opens up opportunity for fans, stadiums and service providers alike – new services, amazing experiences that include exciting new immersive media applications, like 360-degree virtual reality, time-sliced video, omni-view broadcasting, and ubiquitous volumetric video capture. the increasing array of apps designed to enhance the in-stadium experience for fans which, in light of enhanced media coverage for home viewers, will become increasingly critical to driving live attendance. 1906_393 Live Sports and 5G IMPORTANT DISCLOSURES ARE PROVIDED AT THE END OF THIS REPORT © 2019 Venture Insights Pty Ltd. All rights reserved Page 3 Immersive AR/VR to will drive fan engagement Virtual reality (VR) and augmented reality (AR) are disruptive technologies that are set to revolutionise the production and consumption of live sport. At present, AR and VR platforms and devices depend largely on the advancements in video and computing technologies. The bandwidth requirements for AR/VR to work seamlessly are substantial as most AR/VR apps/content are highly data intensive. NextVR is a world leader in virtual reality technology for use in sports and has teamed up with both the NBA and NFL. After purchasing a headset such as a Google Daydream, PlayStation VR or Samsung Gear, fans can watch NBA games courtside through their VR headsets. Another company at the forefront of VR technology is Jaunt, which has big name investors like Disney, NBC and Newscorp and has a ‘Media Manager’ product that assists in the publishing of content including sports. The Australian sporting community have themselves been experimenting with AR and VR as clubs, sporting bodies and media outlets all attempt to capture the attention of the digital savvy and content hungry sports fans. Fox Sports Australia and Big Bash League’s Brisbane Heat were two of the first to enter the world of AR and VR for mobile in 2016, each launching applications geared around engaging audiences using 360-degree videos and AR functionality. In Australia, the Adelaide Crows were the first AFL club to enter the augmented reality space, launching an App exclusive for their Crows Women’s Team Members.