Media sustainability: Leveraging sports streaming to enhance audience engagement and revenue generation in Kenya’s broadcasting industry

At a time when the media globally is struggling to remain sustainable, it is notable that live sports remain one of the most valuable assets for the media. 

Kenyan broadcasters can treat sports streaming not simply as a way of putting matches online, but as a complete audience-engagement and revenue ecosystem. 

 For broadcasters, sports streaming presents an opportunity not only to extend the reach of traditional television and radio, but also to develop new ways of engaging audiences and generating revenue. Globally, research has shown that affinity to social media through the mobile phone is at an all-time high with the survival of media hinging on the phone-centric consumer. Consumers are no longer either a TV viewer, or a mobile user, they are both at once.

 On May 27th, 2026, Arsenal fans turned out in their thousands in victory parade on Nairobi streets to celebrate their EPL trophy. Now picture that number in clicks and eyeballs.

The opportunity lies in moving beyond the traditional concept of simply broadcasting a sporting event. A football match, athletics competition, rugby game or basketball fixture can become the centre of a much broader digital content ecosystem.

Broadcasters can combine live streaming with pre-match analysis, team and player interviews, half-time discussions, post-match reviews, live statistics, fan polls, predictions, behind-the-scenes content and short-form videos for social-media platforms.

This approach can transform a 90-minute football match, for example, into several hours of content that can be distributed and monetised across multiple platforms. The main event can be streamed live, while highlights can be distributed through YouTube and social-media platforms.

Short clips can be shared on TikTok, Instagram and Facebook, while post-match discussions can be developed into podcasts and radio programmes. This creates multiple opportunities to reach different segments of the audience and keep fans engaged before, during and after the sporting event.

Fans want a destination that helps them discover content, follow teams and competitions access statistics and highest and stay engaged before, during and after the event.

During the just concluded International Broadcasting Convention (IBC Show) at the RAI Convention Centre in Amsterdam, sessions explored how broadcasts and streaming providers can evolve from delivering sports streams to creating richer fan experiences that drive engagement, retention and monetization.

Through practical discussions demonstrated, capabilities such as sports hubs personalized experiences. Sports data integration, Multiview highlights and short-form content can be combined into single fan-centric experience.

The sessions combined both the use experience and platform perspectives highlighting the experiences fans increasingly expect and the technologies required to deliver them reliably on a scale.

Discussions went further to demonstrate how leagues federations and clubs are investing in their own streaming platforms content teams and digital channels to build direct relationships with fans 

Alongside live coverage, many are expanding into original programing, social publishing, athlete led content, and year round fan engagement strategies. Sports organizations and rights holders are developing in-house media capabilities while the media watches.

One of the access network solutions providers, Aurora Networks took to the showcase theatre stage at the IBC Show to demonstrate how to scale video advertising.

Jim Owens, Senior Director of Product Management, Video Solutions, Aurora Networks showcased its Aurora Networks Streaming Monetisation Platform, which brings together its Manifest Delivery Controller (MDC) and Video Stitching Engine (VSE) into a unified solution for advertising and personalization :“By combining stream personalization from MDC with the video personalisation of VSE, service providers can simultaneously create new advertising opportunities, launch innovative viewing experiences, such as Multiview TV, and maximise the value of every streaming session,” argued Owens. The new platform has capability to meet changing customer and industry demands. 

He continued “Over the past year we’ve seen an increasing emphasis on improving monetisation of streaming services. Customers are looking for scalable advertising platforms, more personalised viewer experiences, and new ways to generate revenue from sports, FAST channels, and premium content. Aurora Networks is responding by helping operators combine advanced ad capabilities with network-based personalisation that can be deployed at scale across millions of subscribers.”

With such media tech, broadcast media keen on creating value for streaming of sports can open new opportunities for revenue generation. Ultimately, the real value comes from using these technologies to create more engaging viewer experiences and more profitable streaming businesses

An especially significant opportunity for Kenya is the development of local sports content. While international sporting events attract considerable attention, there is substantial potential in expanding the digital coverage of Kenyan competitions and athletes. Local football leagues, women's football, athletics meetings, rugby, basketball, volleyball, motorsport, boxing, university competitions and school sports can all provide content for digital platforms.

Many of these events may not command the same rights fees as major international competitions, making them potentially attractive for broadcasters looking to build affordable and distinctive sports-streaming portfolios. Aggregating audiences across several local sports could create a commercially viable digital sports business while simultaneously supporting the development and visibility of Kenyan sport.

However, broadcasters should not assume that putting all sports content behind a paywall will automatically generate sufficient revenue. The more sustainable approach may be to experiment with different combinations of advertising, sponsorship, subscriptions and free content, and use audience data to determine what audiences are willing to pay for.

The writer works at the Media Council of Kenya as manager, Media monitoring and Research