Divide and Conquer?

Abstract

The current study examined if multi-tiered offerings of a sports broadcast (three levels aimed at new sports fans, traditional sports fans, and hardcore sports fans) would increase a viewer’s intention to watch sports. Results reveal one’s level of sports fandom may increase if broadcasters implemented a feasible multi-tiered model of streaming sports based on three fandom levels, and viewers, even hardcore fans, like the idea of an introductory broadcast that explains in more detail the sport they are watching—perhaps because it could help them fulfill their willingness to consume more sports through fantasy and betting.

Keywords

• sports
• broadcasting
• digital media
• fandom
• television