Personalized Viewing Experiences Have Arrived

Personalized Viewing Experiences Have Arrived

AI agents –a popular ‘buzzword’ in 2025– have begun to revolutionize sports media by transforming traditional one-to-many broadcasts into dynamic 1:1 viewing experiences.

Historically, personalization referred to a broadcaster serving up pre-determined camera angles (think: player follow feeds in golf or NASCAR’s in-car video feeds) or the basic split-screen two box that enables the viewer to watch multiple games simultaneously (see: YouTube TV's NFL Sunday Ticket).

Now, AI agents are helping rights owners and holders to create and deliver content at scale, in real-time, based on each individual viewer’s behavior. 

And it is spurring broader reach, deeper engagement, and new revenue opportunities.

So, what exactly are AI agents?

Unlike traditional software that follows deterministic rules (think: ‘if...then’ statements), AI agents use machine learning, computer vision, and predictive analytics to perform tasks or ‘create something’ new. These programs collect and analyze data and subsequently make decisions in line with pre-set goals, like a person would, just without the human intervention. 

In this case, think of them as intelligent digital assistants working autonomously behind the scenes of sports broadcasts or inside an organization’s social department. These intelligent systems are monitoring what fans watch, curating relevant highlights, and adjusting live broadcasts feeds to ensure the viewer receives content in line with his/her preferences.

The technology is still emerging, but two companies –Skreens and Spectatr.ai– have begun showcasing its real-world potential in different segments of the content ecosystem. 

Millions of Comcast Xfinity subscribers had the chance to experience Skreens’ tech during the 2025 NCAA Division I Men’s and Women’s Basketball Tournaments. Fans tuning in via the cable service could watch four games simultaneously, consume real-time statistics, and place a wager all on the same screen.

In the future, its AI agents will start to learn a user’s preferences —a favorite team or player, dunks or three pointers— and customize their viewing experience. 

Skreens solution represents meaningful evolution from previous multi-view efforts.

What makes it so unique is that all of the personalization occurs before the video reaches the viewer's device. The server-side approach solves the technical limitations that have long plagued efforts to deliver more than one broadcast-quality video stream simultaneously (think: quality degradation, buffering). 

Looking ahead, it’s not difficult to envision broadcasts where fans are provided with custom commentary in real-time too (think: tactical analysis, statistical focus, or celebrity perspectives).

While Skreens’ platform enhances live game broadcasts, Sequioa Capital India-backed Spectatr.ai is working to increase fan engagement with post-game highlights. The company’s platform transforms standard game footage into personalized reels. 

And unlike those creating highlight films manually or with basic automation tech, Spectatr.ai is integrating data and statistics, video analysis, and social media posts into its content (depending on fan preferences).

The company’s ability to monitor social activity and automatically generate custom video packages in response to individual fan comments is also a differentiator. The platform effectively enables teams, leagues, and broadcasters —of all sizes— to tailor premium on-brand content to fans across different demographics and geographies without having to expand their production staff.

TTE England and the NSL (Northern Super League) are among Spectatr.ai’s existing clients. The company is just now beginning to migrate across the Atlantic. 

These AI-agent powered technologies are helping to address industry-wide challenges around reach, revenue, and engagement. They dramatically reduce the production costs associated with localization and personalization, and create new premium advertising inventory for rights owners and holders.

As fans watch longer and interact more with personalized content, the extended engagement enhances messaging effectiveness and helps to unlock opportunities for upselling premium in-venue hospitality.

Early deployments of Spectatr.ai's highlight packages in sportsbook applications have achieved top-quartile engagement metrics.

Personalized content creation and delivery is here. The question is how quickly sports executives will move to implement these AI-agent powered broadcast solutions and reduce their costs, deepen fan relationships, and drive top line growth?

Top 5 Sports Business Headlines
Click here to subscribe to Sport & Story Daily and never miss a story.

• With NCAA Settlement Pending, Power Four Conference Stakeholders Lobby Lawmakers on Capitol Hill

• Sephora Signs Founding Partnership With Valkyries

• Scripps/ION Adds First Women’s College Hoops Ahead of Upfront

• X Games Hires Cohen, Senglaub as Top Financial Executives

• Memphis OKs Tax Increase for FedExForum Reno