CCTV rights focus part II: How the shift to digital is changing the broadcast landscape in China for Europe’s ‘Big 5’ leagues

The numerous digital players in China now provide alternative options to state broadcaster CCTV for Europe’s biggest domestic leagues, with experts based in China pointing to an impressive use of technology and extra content.

However, while the viewing experience provided by these platforms in many ways now surpasses that of CCTV, they stress that partnering with the broadcaster remains a smart political move.

Why it matters: With a rapidly growing preference for digital streaming and short-form content over TV coverage, especially among younger viewers in China, the importance of CCTV for foreign sports rights holders is changing.

The perspective: China is a key market for all the ‘Big 5’ leagues, yet tapping into the opportunities available in the country remains a significant and complex challenge.