Impactos do streaming no mercado tradicional de transmissão desportiva em Portugal

: o caso da Sport TV

Abstract

The streaming revolutionized the way sports content is consumed, introducing a new era of accessibility and convenience. With the emergence of several applications aimed at selling their content through this transmission medium, questions arise about the impact they may have on the traditional market. This dissertation investigates the impacts of streaming on the traditional sports broadcasting market in Portugal, focusing on the transformation of the audiovisual landscape using the market leader Sport TV as a case study. The approach relied on qualitative methods, utilizing semi-structured in-depth interviews at Sport TV, followed by the analysis of responses. Firstly, a shift in consumer behavior was observed, with a growing preference for streaming due to its convenience and flexibility. This has put pressure on traditional sports broadcasting companies, which sometimes need to adapt their strategies to remain competitive. In summary, success in this new environment requires significant investments in technology and exclusive content. Thus, this research portrays that streaming has a profound impact on the traditional sports broadcasting market in Portugal, highlighting the entry of new competitors into the market, increasing competition, and challenging business models. Although facing revenue challenges caused by piracy and market fragmentation, companies also have monetization opportunities, such as direct subscription sales. Nevertheless, television remains the preferred transmission medium for consuming sports events.

Date of Award	7 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)