Next in Media: Generational Shifts and the Future of Sports Broadcasting

Host: Mike Shields
Guest: Andrew Rosen, Media Analyst and Founder of the Parkour Newsletter
Release Date: February 18, 2025

1. Introduction

In this episode of Next in Media, host Mike Shields engages in a profound discussion with Andrew Rosen, a seasoned media analyst and founder of the Parkour Newsletter. The conversation delves into the evolving landscape of sports media rights, the challenges posed by generational shifts, and the transformative impact of technology and data on the media, marketing, and advertising industries.

2. The Current State of Sports Media Rights

Andrew Rosen begins by highlighting the fragmentation in sports media consumption, emphasizing how traditional models are struggling to adapt to the diverse preferences of modern sports fans.

[02:09] Andrew Rosen: "The simplest way to boil everything down is the Tubi ad... How do you serve that fandom?"

Rosen points out that legacy media companies like the New York Times, through acquisitions like The Athletic, are pioneering efforts to cater to passionate fan bases. However, these traditional entities were originally designed for broad broadcasting rather than hyper-targeted content delivery.

3. Generational Shifts in Media Consumption

A central theme of the discussion revolves around the generational disconnect between traditional media executives and the younger audience who have grown up in the digital and subscription-based era.

[09:36] Andrew Rosen: "The generational shift that needs to happen is so far away. And that's the biggest problem for sports right now."

Rosen argues that many decision-makers in legacy media are from an older generation that lacks firsthand experience with Direct-to-Consumer (D2C) business models. This disconnect hampers their ability to innovate and cater to the nuanced preferences of younger consumers who favor personalized and on-demand content over traditional cable channels.

4. Challenges for Legacy Media Companies

Mike Shields and Andrew Rosen discuss the inherent challenges faced by traditional media companies in transitioning from broad broadcasting to personalized content delivery. Rosen cites the example of ESPN struggling to engage with fans on platforms like Apple Sports, which offers more intuitive notifications and personalized content.

[07:06] Mike Shields: "Like it's not a big enough priority or flaw in the interface or the partnership."

Rosen underscores that legacy media companies are often slow to adapt, evident in Disney's delayed embrace of algorithmic personalization—a shift that took over six years to materialize despite early reluctance.

5. The Role of Streaming Services and Personalization

The conversation shifts to the efficacy of streaming platforms like DAZN, Tubi, and YouTube in serving specific fan interests through advanced AI-powered personalization and audience data capabilities.

[08:58] Andrew Rosen: "You know, we know you. So that when you tune into, you're going to be happy. We know how to delight you."

Rosen contrasts the success of platforms that prioritize understanding and delighting individual users with the fragmented approach of traditional cable channels. He emphasizes that services like Tubi offer high-quality broadcasts without charging consumers directly, aligning more closely with modern viewing habits.

6. The Future of Sports Broadcasting

Andrew Rosen speculates on the future trajectory of sports broadcasting, suggesting a mishmash of various broadcast models rather than a complete shift to streaming. He highlights the importance of super serving sports fans by offering tailored content that resonates with their specific interests.

[24:36] Andrew Rosen: "There are never going to be one winner... the future is going to be just kind of a mishmash of different broadcast models."

Rosen also references the impending NFL opt-out in 2029, indicating significant changes in how sports rights are negotiated and distributed. He believes that understanding and catering to the highly irrational yet passionate nature of sports fans is crucial for future success.

7. Impact of Generative AI on Media

Shifting gears, the discussion explores the role of generative AI in transforming content creation and distribution. Rosen shares insights from his interviews with tech-driven creators who view AI as a tool to enhance storytelling rather than a threat.

[31:27] Andrew Rosen: "AI is going to add superpowers to people who know how to tell stories."

He emphasizes that while AI offers powerful tools for creators, it requires a certain skill set to harness effectively. This integration of AI is reshaping the media landscape, allowing for more dynamic and personalized content but also necessitating a deeper understanding of technological capabilities among creators and media companies alike.

8. Conclusion

The episode concludes with Mike Shields and Andrew Rosen reflecting on the ongoing transformations in the media and sports broadcasting sectors. Rosen reiterates the importance of embracing technological advancements and understanding generational shifts to effectively serve and retain modern audiences.

[26:22] Andrew Rosen: "I'm trying to spend more time in sussing those out and applying and surfacing them... helping people filter the signals from the noise."

Mike Shields thanks Rosen for his valuable insights, underscoring the episode's key takeaway: the intersection of generational changes and technological innovation is reshaping the future of sports media, presenting both challenges and opportunities for legacy media companies.

Notable Quotes

• Andrew Rosen [02:09]: "How do you serve that fandom?"
• Andrew Rosen [09:36]: "The generational shift that needs to happen is so far away. And that's the biggest problem for sports right now."
• Andrew Rosen [08:58]: "We know how to delight you."
• Andrew Rosen [24:36]: "There are never going to be one winner... the future is going to be just kind of a mishmash of different broadcast models."
• Andrew Rosen [31:27]: "AI is going to add superpowers to people who know how to tell stories."

Final Thoughts

This episode of Next in Media offers a comprehensive examination of the pivotal changes occurring in sports media rights and the broader media landscape. Through the expertise of Andrew Rosen, listeners gain a nuanced understanding of the challenges and opportunities presented by generational shifts and technological advancements, particularly in AI and personalized content delivery. As legacy media companies navigate these transformations, the insights shared in this episode serve as a valuable guide for industry stakeholders aiming to thrive in an ever-evolving market.