A study on the priorities of Lithuanian sports fans in choosing sports content online.

Abstract

Life without the internet is unimaginable in today's world. According to Statista (2024), as many as 5.45 billion people worldwide use the internet, accounting for two-thirds of the global population. The vast majority of organizations today use the internet to maintain connections with consumers, build, and nurture their brand image (Špučys & Ūsas, 2023). Online content is also one of the most crucial elements in the sports industry. The growing consumption of sports content online provides sports marketing professionals with opportunities to use it as a key component of their marketing strategy. In this era of social media and modern digital platforms, online sports consumption plays a vital role in the continued success of sports franchises. Sports managers must understand the key consumer priorities and motivational factors influencing the choice of sports content to develop effective marketing and management strategies (Kim & Mao, 2021). Consumer behavior is influenced by information search, choice evaluation, and emotional connection. The consumption of sports content online is driven by digitalization, team attachment, and the FOMO (Fear of Missing Out) effect. Relevant and constantly updated content is essential for user engagement. Consumers choose sports content based on its quality, emotional connection, technological solutions, and marketing strategies. The key factors are relevance, reliability, ease of access, and a sense of community. The technical aspect of the content must be of the highest quality. Lithuanian sports fans primarily choose reliable, well-known, engaging, and relevant sources. The most commonly preferred types of content include analyses, interviews with prominent sports figures, match reports, and podcasts hosted by their favorite presenters. The key motivations for consuming sports content are curiosity, relevance, and the desire to deepen their knowledge of sports and broaden their perspectives. Specialized sports news websites and social media platforms serve as the primary channels for content consumption. Expanding coverage of lower-tier sports leagues and improving the technical quality of content could further enhance user satisfaction