The appetite for compelling live content is soaring, particularly live sports programming. Rethink TV has estimated that global sports rights will grow by up to 75 percent between 2020 and 2024, making it clear that live content remains king. This trend is particularly evident among younger audiences, with Nielsen figures showing that two-thirds of 18-34-year-olds watching linear TV preferred to watch live content. According to the Interactive Advertising Bureau, the same proportion of all consumers worldwide is now streaming online coverage of live events. This demand is, in turn, putting pressure on broadcasters and other rightsholders to adapt their workflows to meet greater and more varied needs for high-quality live content.

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