‘The UK wants to watch sport for free and on the big screen, and I don’t think that will ever change.’
Live sport coverage often makes people think of having to subscribe to pay TV services, but this summer has reminded us that live sport is still an integral part of the free TV viewing experience and an important requirement for public service broadcasters to deliver on.
It’s a protected right in the UK to be able to watch national live sporting moments for free – as it should be! Whether that be the Olympics, Euros or Wimbledon – it’ good news for the millions of Brits who have been enjoying live sport this summer across our free-to-air channels.
We have seen a positive and promising start to the Paris Olympics. The opening ceremony attracted the best live audiences since the London 2012 Games, with just under 7 million brits switching on to engage in the live entertainment. We can also look forward to the upcoming Paralympics to round off a summer of sporting excitement for the UK viewers.
In the UK, listed sporting events must be offered to PSBs first, protecting access for viewers to watch these key national moments for free. In recent news, The Media Act will make changes to this rule, bringing a wider breadth of services into scope. This will include on-demand players and digital services, strengthening and broadening the PSB offering of listed events.
If transitioning into an increasingly streaming future is inevitable, then it’s important to consider how live sport remains accessible. I welcome the recent news that Ofcom is looking into how changes in audiences’ viewing preferences may impact this long standing protected right. We have seen how rights to the Olympics owned by non-British companies have begun to limit how much we can see of British success and heartbreak in the Games without having to pay for it.
Now we are moving further and further into an increasingly digital world, the call for evidence from Ofcom is fair and required. At Everyone TV, we know free and accessible live sports coverage lies at the heart of our thriving public media system. It is hugely important to UK audiences, that’s why we are committed to continuing to ensure its future for all, however they choose to connect, well into the digital age.
I am no doubt joining many others in still recovering from a devastating loss to Spain in the Euros final a couple of weeks ago, but we can still celebrate the fact that Gareth Southgate and the Three Lions brought the nation together. One third of the entire population tuned in to watch the final on ITV or BBC, and that’s not including pubs and fanzones. The whole tournament was a chance for Brits to connect with family, friends, colleagues and neighbours – even if it ultimately ended in heartbreak.
It is not only the Olympics and the Euros that have had us all crowded around our TV screens this summer. Wimbledon had fans hooked over the two-week tournament with a peak of 7.5 million and 4.1 million viewers respectively for the men’s and women’s singles finals. Despite this disparity, it is interesting to know that in a recent survey conducted by Everyone TV we found that in the last five years, 48% said they have found themselves watching more female sport – with men slightly more likely to say this (51% compared with 46% of women).
Our survey also crowned the thrilling victory of England’s Lionesses in the 2022 Euros as the top voted live TV sporting moment of the past 20 years, a slight blow to the male counterparts following the performance last week.
None-the-less, whether watching football, tennis, men or women – nearly 80% emphasised the importance of keeping large sporting events free to all on TV, with close to 90% saying the TV set is where they go to watch sport (rather than a tablet, phone or other device). The UK wants to watch sport for free and on the big screen, and I don’t think that will ever change.
We Brits can’t get enough of these live sporting moments. Is it that we as a nation have a competitive drive, or is it that we simply love being able to share in these moments together, discuss them with colleagues, friends and family? Perhaps it is that these national live moments make us feel connected once more, in a world which increasingly feels disconnected with phones, laptops and other screens taking our attention. There is something unique about this screen, the Television, which in fact unites us.
That’s why live TV isn’t going anywhere, and why Freely is so important. The new streaming service from Everyone TV, backed by BBC, ITV, Channel 4 and Channel 5, is the only platform in the world offering free live content over the internet on your smart TV.
We’re doing what is needed to ensure generations to come can continue to enjoy these moments, however they choose to connect – via satellite, aerial, internet or by whatever invention comes next – Public Service Broadcasting, untied by their collaboration, will be here to ensure those moments are for everyone to enjoy.
