A Convergent Approach to Motorsport Digital Video Content and Data
Jamie Coles, Alex Fenton · 2023
Global smartphone ownership and internet speeds continue to rise dramatically. This increasingly opens up opportunities for the way sporting content is consumed. Young hyperdigitalised audiences adopt new video channels enabling consumption for fans around the world to view and interact with digital content from a wide variety of motorsports, real time or after the event through a myriad of channels. Gone are the days where fans would simply sit fixated and passively watching vehicles charge around a track. Content creators in motorsports have to consider these changing behaviours and engage a global fanbase who are consuming content on second and third screens of various varieties and sizes. The chapter outlines a convergent approach to motorsport content creation. It covers social media video content, live social media feeds, OTT and rights challenges, and balancing speed and quality. We explain technical elements and a data-driven approach through analytics and netnography for fans and practitioners. Finally, we discuss the potential and challenges with fan generated social media content. Overall, this chapter gives a thorough exploration in digital video content and will inspire new ideas and debate.