Evolution of Live Streaming

The recent emergence and emphasis on live streaming have digitally transformed the fan engagement process, providing opportunities for digital content to be broadcast in real-time, bypassing or shifting traditional broadcasting methods. This chapter aims to define and theorize live streaming in sport management. Specifically, it examines live streaming from a fan engagement perspective, including the presentation and comparison of two distinct tools (over-the-top and social live streaming services). Through the comparison of these two live streaming tools, this chapter proposes two different perspectives of live streaming content, specifically, examining the implementation, delivery, and management of athlete and organizational-driven content with the overarching purpose of fan engagement. The chapter concludes with a consideration of the future direction of live streaming implications for both theoretical framework development and practice, noting the influence on the management and delivery of live streaming for sport organizations and athletes.