The best articles about Digital Solutions for Sports Industry
SECOND SCREEN HABIT
HOW TO ENGAGE SPORT FANS IN THE NEW FRUITION ERA
THRIVE ON THE ECOSYSTEM OF SCREENS
Television and live streaming have long been the go-to avenues for following live sports events. However, in today’s digital age, fans don’t limit themselves to just one screen. They have a multitude of devices at their disposal, and they seamlessly switch between them during broadcasts. This behavior, often termed ‘second screening,’ presents a unique opportunity for sports organizations to deepen fan engagement and enhance the overall viewing experience.
UNDERSTANDING SECOND SCREENING
Recent studies, such as those conducted by Nielsen and Omdia, shed light on the prevalence and patterns of second screening among sports fans. Gen Z, in particular, exhibits a strong inclination towards second screening, leveraging multiple devices simultaneously to stay connected and engaged during broadcasts.
According to Nielsen's research, 96% of sports fans have engaged in second screening activities, with smartphones being the preferred device for 74% of users. This trend underscores the importance of catering to fans across various digital platforms to maximize engagement and capture their attention effectively.
CAPITALIZING ON SECOND SCREENING
For sports organizations looking to capitalize on the second screening phenomenon, the key lies in diversifying digital engagement strategies. Instead of relying solely on traditional broadcasting methods and live fruition, consider integrating interactive elements across multiple screens and devices. This approach ensures that fans remain immersed in the event experience, even during breaks or less action-packed moments.
ENHANCING FAN EXPERIENCE
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Social media emerges as a powerhouse for fan engagement, especially among younger demographics like Gen Z. Platforms like YouTube, TikTok, and Instagram play a pivotal role in delivering sports content, engaging fans through videos, highlights, behind-the-scenes footage, and interactive posts.
To leverage social media effectively:
- Prioritize video content, including live streams, highlights, player interviews, and analysis.
- Foster real-time engagement during live events through interactive polls, fan reactions, and behind-the-scenes glimpses.
- Cultivate a strong brand presence across social platforms, encouraging fans to follow, engage, and share content, thus expanding reach and visibility.
CONCLUSION
In today’s digital landscape, thriving in the ecosystem of screens requires sports organizations to embrace multi-channel engagement strategies. By understanding and leveraging second screening behaviors, optimizing social media outreach, and developing interactive digital experiences, teams and leagues can forge deeper connections with fans, enhance brand loyalty, and create memorable sporting moments both on and off the field.
By Andrea Peddis
Sport Communication specialist
Published: Apr 24, 2024 13:00
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