Through Amazon Prime Video, DAZN, ESPN+ and, more recently, Netflix streamers are increasingly challenging traditional broadcasters for live sport rights. This panel will share insights into how streaming platforms need to evolve to satisfy the demand for high-quality, scalable and personalised sports viewing experiences. While interactive fan engagement features such as multiview, gamification and live betting are facilitated by online delivered online, can it be made easier for the fan to find their favourite sports, and related shoulder content, in this increasingly fragmented market?