The way we watch sports is changing.
Here’s what that means for the future of content: A couple, sitting on their couch in their living room, watch the Super Bowl on YouTube on the connected TV. Think about how you plan to watch the Super Bowl this year. In college, I might have joined the crowd in front of the dorm TV to vie for a decent view, and likely missed half the game because of the typical group distractions. Now that I, like most of us, watch on a smart TV, I never have to worry about missing any of the action. I can simply hit rewind. A global shift in the way we enjoy entertainment is underway, with digital consumption rising to all-time highs over the last two years. Though live events like the Super Bowl still draw large crowds, people aren’t limiting their big-game viewing to four hours of live play. They want to watch what they want, when they want, and how they want, especially when it comes to sports. Last year saw YouTube at the forefront of the digital sports viewership shift, and that audience continu...