Adapt or disappear: legacy sports media look to esports …

Adapt or disappear: legacy sports media look to esports …

Music: Touching Down by Scott Nice

Please note: This video is a shortened version of a Prezi on research for my PhD produced for

The legacy sport broadcast media in the UK is facing fundamental questions about future sustainability of a sector which has to date relied heavily on revenue generated through the distribution of content via television. In the UK all major sports have been reporting declining viewing figures across linear television, pay-to-view and subscription services. Teenagers are no longer turning to television for entertainment, instead they are choosing online streaming platforms such as Twitch and YouTube. One major driver for this growth in viewership on the streaming platforms is the adoption of esports by both spectators and participants.

With the simultaneous rise of esports online and the decline of traditional sport spectatorship and viewership on linear television in the UK, both ends of the sporting spectrum are looking to each other for clues for securing future sustainability. Esports because of its fledgling status, as of yet unproven in the long-term and traditional sport because of the changing viewing habits of an audience no longer loyal to a specific television channel. As the real and virtual converge, it could be argued that the exchange of cultural production is likely to be beneficial to both. Traditional broadcasters can learn from new esports media about engaging live streaming audiences, while new esports broadcasters may gain from looking to the tried and tested practices from legacy sports media for some answers to questions it is facing.

But are they learning from each other? My investigation into the epremier league finals last year suggests that mainstream media in the UK is yet to understand the medium of live streaming and the pecularities of an esports community which make it stand apart from traditional sports broadcasts.

I am intrigued to see where this will end up because I have no doubt that esports as a term will no longer exist in a decade – the distinction between real and digital so blurred as the last clip on the game of HADO shows – and that we will simply talk about sports again. What will be interesting is how mainstream media adapts – if the newspaper move from print to online is anything to go by, we are in for a painful transitional period. Live streaming esports is not simply a case of transfering traditional sport broadcast values into programming – this is a different medium than television and so it needs a different approach.  And what does this mean for sports journalists? Indeed journalists in general … this is obviously a much wider question than I can address here but it is a question I continually come back to. Sports companies are employing journalists in house now and esports has embraced this as a model – so we have a system of commercial features journalists, employed by the very companies they should be scruitinizing … A receipe for democratic disaster.

Link to the video above: