Streaming, piracy and engagement: The future of sports social media
Illustration by Killian Goodale-Porter.
Hayden Braun, Contributing Writer
Social media is more chaotic and uncontrollable than ever. While podcasting, tweeting, YouTubers, TikTokers, debate shows and short-form content seems to control the masses right now. These platforms are also faced with many issues such as bots, illegal streams, content theft and lack of effective monitoring.
One of the most significant issues plaguing the current state of sports social media is content theft. As the demand for sports content is so high, the redistribution of that content skyrockets.
This is unfortunately why so many people steal content from articles. Short-form content and articles posted by smaller accounts will often be reposted by bigger accounts with no credit being given, or the bigger account will brand it as its own content. It has been happening forever, but is now worsening.
An investigation held by The Daily Beast accuses the president of Barstool Sports, Dave Portnoy, of using over 40 sock-puppet accounts to steal copyrighted content and avoid licensing fees while expanding its audience, according to a 2023 report from Business Insider.
Most fans don’t want to pay 10 different subscriptions to watch the sports events they want to see and often turn to illegal stream sites like “StreamEast.” These sites are often available across platforms like YouTube, Twitter and TikTok.
This piracy problem is estimated to cost the sports industry up to $28 billion in lost revenue each year, according to Harvard Business Review.
Content theft not only diminishes the potential income for sports leagues and broadcasters, but it also affects the visibility of official content, as pirated versions often spread faster than legitimate broadcasts.
The lack of monitoring exacerbates this issue. Social media platforms, which thrive on user-generated content, struggle to keep up with the volume of posts, making it easy for illegal streams and stolen content to spread.
The lack of consistency in enforcement allows pirated content to remain online for extended periods, reducing its value, particularly in live sports, according to the Harvard Business Review.
Despite these challenges, there is a transition that’s been happening within sports media. Traditional cable TV has seen a steady decline in recent years as more people move toward streaming services and short-form content.
Sports journalist Stephen A. Smith recently pointed out that about “8-9% of cable audiences are dropping each year,” according to an interview on The Chris Gunther Show. The way people are consuming content is changing.
“There’s a change happening and you better adapt or you’ll be left behind,” Smith said.
Streaming allows sports organizations to deliver exclusive digital experiences, behind-the-scenes footage and flexible viewing options, bypassing traditional cable media and appealing to younger audiences.
Podcasting has surpassed traditional radio in popularity and influence, offering different perspectives and insights and enabling sports influencers to build brands and huge communities.
Sports media will need to focus on solutions for content protection and adapting to this new era of media. One solution lies in utilizing technologies that can quickly identify and take down pirated content.
“Digital watermarking and AI-based content protection could provide a safeguard for sports media, making it more difficult for illegal streams to circulate without being detected,” according to Ranktracker.
Sports and streaming organizations need to find solutions for the average fan to consume content legally by offering affordable and accessible options for fans to watch games and interact with content; they can reduce the appeal of illegal streams. This can be made possible by changing pricing models, offering flexible subscription options and ensuring platform availability.
“Sports media needs to provide more localized and fan-centric experiences that encourage loyal viewership, making it easier for fans to engage with teams on their terms,” according to Forbes.
