Sports media consumption is expected to increasingly shift to short-form content while business models are moving to more immersive experiences, according to a survey of senior sports executives in over 50 countries from PwC.

Why it matters

Cancelled events because of the coronavirus has driven a surge in digital sport experiences, with short-form and team-generated content being key areas of growth. This is also putting pressure on traditional pre- and mid-roll advertising – instead, native campaigns including virtual advertising are expected to grow rapidly.

Getting this right will be vital, as fans are eager for more and global sports sponsorship...