How has social media changed the way we watch the World Series?
“The younger demographic, particularly post-millennials, are shifting their TV viewing habits away from traditional media toward social media, including YouTube, Instagram and Facebook. This has forced the sports leagues to reassess and adapt their live media strategies. This year, for instance, MLB signed an exclusive deal with Facebook to broadcast 25 games through the platform.
“Research by Statista shows that, in 2016, the median age of MLB viewers was 57 years old. Compare that with median ages for the NFL (50) and NBA (42), and MLB should be recognizing that they have a longer-term problem wherein they're going to have to take some risks when investing in a diverse viewership strategy.
“On the other hand, the leagues are pretty good at understanding and addressing the current needs of fans. In addition to making rule changes that otherwise speed up the game and make it a little bit more exciting for younger fans who enjoy seeing high-scoring, fast-paced events, they've also tried to adapt their efforts on social media to make shareable GIFs and clips of plays more social media-friendly. They are slowly starting to understand that content consumption by their youngest consumers is radically different. Rather than sitting down at the TV for three hours at a time, the youngest fans are actually consuming content through devices.”
-Asst. Prof. Spencer Ross, Marketing, Entrepreneurship and Innovation