Aggregation as the Remedy for the Decline of Niche Sports Broadcasting: A Case Study of the European Championships

Abstract

As Hutchins and Rowe have emphasized, digital plenitude will fundamentally affect sports broadcasting. In particular, niche sports will be confronted with a more difficult media environment in which the chances of being telecast may increase, while the chances of finding an audience are likely to decrease. Therefore, niche sports face the need to further submit to a media logic. The current research is a case study involving an analysis of the 2018 European Championships from a mediatization perspective. While the findings show how aggregation helped to revitalize audience interest, the case study reveals that the future of niche-sport broadcasting is uncertain, because the audience habits that the European Championships exploited are fading.