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Free-to-air television has long since been held up as the silver bullet when it comes to the challenge of returning cricket to its place as England's summer sport.
Much of the commentary on the Cricket World Cup thus far has focused on this issue, often very critical in tone about the decision of the tournament to be on Sky, and the missed chance to reach a new generation of fans.
There's a cricket World Cup going on and millions of potential new fans, not least kids to whom it could be magic, have zero idea. England v Bangladesh actually achieved a peak audience of 1. This is obviously still way off the reach that free-to-air can achieve, but let's dig a little deeper on those audiences.
Simply put, linear TV is no longer the best way to reach the next generation of sports fans. In fact, the average minutes of TV viewed per day has declined rapidly over the last decade or so, amongst almost all age groups.
What is the best way to reach and engage the key audiences that will be vital for the future of both sports? Looking at on the whole, there remains very little evidence to suggest that young people are making the appointment to view almost any TV, let alone sport.
When we expand this to those under 35, one television behemoth appears in the list. All television data sourced from BARB. The Fifa Women's World Cup on the BBC has generated record viewing numbers in the UK Moving beyond linear TV The ECB aims to engage over one million fans through fan parks as well as social activity on platforms such as Instagram, Twitter and TikTok, and whilst the cricket traditionalists mock this approach, it's ultimately a fact that this is where the younger generation are consuming their content.
The generational divide has never been greater.
But, critics are right when they say six-second clips on Twitter of an amazing catch in the slips aren't the answer. So how can the ECB do more to reach the younger audiences they crave? The future challenge for governing bodies in sports such as cricket, horse racing and Formula One - and indeed the broadcasters that carry those sports - is use the increased revenues from paid TV to determine how to re-package their content in a way that is easy to access and competitive when it comes to share of wallet.
The question should be how can you provide this generation with a service as personalised as Spotify, with the breadth of content as Netflix, with the price to match? We believe the solution will come in the form of an over-the-top OTT platform that allows fans of all ages the flexibility to follow the sports they choose for a monthly sum they can afford.
It won't be an easy problem to solve but it's one that both rights holders and broadcasters will need to, whilst also educating commentators about why these decisions are made.