Virtual Reality & 360-Degree Are The Future Of Live Sports Video Streaming

Teenager experiencing virtual reality
SHARE
THIS



Consumers have moved beyond the basic video streaming experience and are demanding more immersive technologies when it comes to live sporting events, according to new research.

The study, released by Stable Research and commissioned by a world leader in over the top (OTT) streaming technologies, Switch Media, surveyed over 1,000 consumers on their ‘behaviour’ with streamed content and their expectations for future streaming.

From the results, almost 70 per cent of respondents said they’d be interested in streaming content in either 360-degree view, virtual reality or an augmented reality environment.

Of these technologies, almost half said they would be more likely to use 360-degree, and a third chose virtual reality.

Switch Media CEO Mark Johns, said the findings are a further indication of where the market needs to go in order to keep up with consumer demand.

“There’s clearly a shift occurring in the market where consumers want more than the ‘one-dimensional’ experience of streamed content. This is especially the case when it comes to major sporting events,” he said.

“With the emergence of these new technologies, consumers will be able to ‘relocate’ themselves to blockbuster live sporting events or watch a highly anticipated match from multiple views at the touch of a button and as frequently as they like.

“The statistics released are just the tip of the iceberg of what we’ve uncovered from our research, which we’re excited to release in an official whitepaper later this month.”

The study comes off the back of a stellar few months of sporting worldwide, with the BBC reporting a record of 31.2 million UK browsers streamed the World Cup group matches alone.

Experience would be more realistic

According to the research, the main reasons respondents said they would be attracted to a virtual reality environment was that the experience would be more realistic and that they would feel like they were part or personally involved in the event.

The research would come as good news to those in the market already experimenting with this ground-breaking technology.

Just this year, Optus launched the FIFA Virtual Reality app for the World Cup.

The app allowed fans to access full matches on demand, with extensive access to commentary and the ability to view the game up-close through a VR headset.

Organisations in the NRL, AFL and Cricket space have also begun trialling applications centred on virtual reality and 360-degree experiences.

“This type of exploration really shows how Virtual Reality technologies will be a game-changer for future world-wide sporting events. It’s an exciting prospect to think what might be available by the next World Cup,” Johns said .

Please login with linkedin to comment

360 video Sport virtual reality

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]