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The seventh edition of IMG’s annual report explores some of the technologies and developments that will shape the sports media landscape over the next 12 months
By Jenny Priestley
IMG has published its Digital Trends Report 2025, which explores the technologies and developments that will shape the sports media landscape for rightsholders over the next 12 months.
Among the report’s key findings is the idea that there is no such thing as a “first” or “second” screen.
The report said that while sport dominates the big screen, phones dominate viewers attention. It suggests 2025 will see sports abandon the notion of ‘first screen’ and ‘second screen’ and put more emphasis into winning the battle for both screens – at the same time.
It added the “primary job” of rights holders is to make viewers aware of the live product and compel them to tune in. “An equally important task is convincing viewers to interact with or around the live event that is happening on their primary screen,” it said.
Another key finding from the report is the pivot of direct-to-consumer products away from non-premium content to utility towards gamification.
“To date, many sports organisations have tried to stand up a D2C value proposition that is underpinned by their least valuable content as they license their premium rights to third parties,” the report stated.
“In 2025 we will see a marked shift in the way sports address the D2C opportunity. Instead of launching standalone offerings where the value proposition is non-premium content, they will pivot towards creating new value propositions based on participation, gamification and rewards.”
Speaking about the report’s findings, IMG’s SVP and managing director of digital, Lewis Wiltshire said: “2024 has seen a clear advancement in direct-to-consumer strategy and a widespread industry shift towards community-focused platforms, among other trends.
“Each year, we’re proud to present the sports industry with a clear view of the technology and trends to be aware of over the next 12 months and our seventh edition is no exception, as we look to guide our partners on their digital strategy via our deep network of specialist expertise.”
The full report is available here.
Jenny Priestley
Jenny has worked in the media throughout her career, joining TVBEurope as editor in 2017. She has also been an entertainment reporter, interviewing everyone from Kermit and Miss Piggy to Tom Hanks; and spent almost 20 years appearing on radio, and occasionally TV.
sport ⋅ second screen ⋅ IMG ⋅ d2c ⋅ direct to consumer ⋅ gamification
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