Specialist Study, The Platform Revolution
The way sports media is viewed currently has definitely been changed by the internet, as now people do not need to work for a major newpaper or broadcaster to create any type of content. A person is able to create a podcast, write a blog, film a youtube video or even post directly on social media with equipment which has become cheaper than ever. With all this it means more people also now techically have the opportunity to tell sports stories. But, i do not think that this means the power has become fully equal. In my opinion the interent has changed to can create sports media but it hasnt changed who controls and has the biggest audiences. I believe this because the big organisations still have so many advantages that smaller, independent creators do not have- for example money, high quality (expensive) equipment, famous figures, media rights, the list can go on. The premier league’s £6.7 billion UK brodcast rights deal shows us that big companies still control most of elite sports media, However at the same time, we have platforms such as youtube, tiktok, spotify and substack who have all opened the door for smaller creators to tell different types of sports stories.
In this essay, I will look at podcasts, video, written journalism and social media to argue that the internet has equalised sports media production, but not fully equalised sports media power.
Podcasts
Podcasts are a strong and well known example of how the internet has made sports media easier to create. In the past, if someone wanted to talk about sport to a large audience, they would usually need to work for radio, tv show or a newspaper. Now, someone can record a podcast from their bedroom and upload it to spotify, apple podcasts or youtube. This shows that the barrier to entry has become much lower.
Ofcom research shows that podcasting is now a serious part of UK media habits, with around 11.7 million people in the UK listening to at least one podcast every week. This is important because it proves that podcasts are not just a small hobby anymore but they are now part of mainstream media. However, the fact that anyone can make a podcast does not mean that everyone has the same chance of being listened to.
A good independent example is “Non League Heros” This podcast is different from mainstream sports media because it focuses on grassroots and smaller clubs. Instead of only covering elite football, major clubs or famous athletes, it gives attention to local clubs, communities and fans. This matters because traditional broadcasters often ignore these stories when they do not attract a huge audience.
In my opinion, this shows that the internet has allowed smaller sports communities to tell their own stories. In this example, a podcast about non league football can give a voice to fans, players and clubs that would not usually appear in places like sky sports or BBC sport. This makes sports media feel more personal and more connected to real communities.
However, there is still a large difference between being able to create media and being able to reach millions of people. Big sports podcasts made by organisations such as sky sports, talksport, BBC sport or the Athletic still have an advantage because they already have professional branding, famous names and large audiences. This means that independent podcasts may exist, but they are still competing against organisations with much more power.
This suggests that podcasting has changed who can speak, but not completely changed who gets heard. The internet has made it easier to make a podcast, but not necessarily easier to become one of the biggest podcasts.
Therefore, podcasts show that the internet has once again equalised access to sports storytelling, but not fully equalised attention.
Video
Video platforms such as youtube and tiktok have also changed sports media because creators no longer need a tv studio to publish sports stories. Before online video became popular, sports video was mainly controlled by broadcasters. If a story was not shown on tv, it was unlikely to reach a wide audience. Now, creators can make documentaries, interviews, edits, reaction videos and behind the scenes content themselves.
COPA90 is a useful case study because it began as a football platform that focused on fan culture and stories that traditional broadcasters did not always cover. Instead of only focusing on match results COPA90 looked at the culture around football, including supporters, communities and global football stories. This made it feel different from traditional sports media because it was more focused on fans and identity.
This shows that the internet can create space for new types of sports storytelling. A platform like COPA90 could build an audience by offering something that felt more authentic and less corporate than traditional broadcasters. In this way, youtube allowed a different voice to enter football media.
However, COPA90 also shows the limits of independence. As it became more successful, major media companies became involved, including Liberty Global, which invested £7 million in 2015. This suggests that when independent sports media becomes popular, large companies may buy into it rather than allow it to stay completely separate.
This is important because it shows that big organisations have not disappeared but they have simply adapted. Instead of only controlling tv channels, they can now invest in online platforms, digital brands and creators. This means that the internet may create new voices, but those voices can still become connected to corporate power once they become valuable.
TikTok and YouTube have also allowed athletes to tell their own stories directly. For example Ben Foster uses his YouTube channel- “The Cycling GK” to show bts life as a professional goalkeeper. This feels different from a traditional sports interview because the athlete or creator can control what they post, how they speak and what side of themselves they show.
This can make sports media feel more personal because audiences can see training routines, bts moments, family life, recovery from injury or honest opinions. However, this content is not always completely independent. Some athlete content may still be influenced by sponsors, agents, PR teams or brand deals.
This means that video platforms have changed the style of sports storytelling, but they have not removed power structures completely. A famous athlete with millions of followers will still be heard more easily than a small creator making high-quality content with no audience.
Therefore, YouTube and TikTok show that the internet has made sports video more accessible, but visibility is still unequal.
Written Journalism
Written journalism has also been changed by the internet because sports writing is no longer limited to newspapers and magazines. Today, people can read sports journalism through websites, blogs, newsletters and subscription platforms. This gives readers more choice and gives writers more ways to publish their work.
The Athletic is an example of digital sports journalism. It is an online sports journalism platform that uses a subscription model, meaning readers pay to access its articles. One advantage of this is that the athletic can focus on detailed and specialist journalism rather than only relying on advertising clicks.
However, this also creates a problem. If high quality sports journalism is behind a paywall, then not everyone can access it. This means the internet may have created a two tier system, where people who can afford subscriptions get better journalism, while people who cannot pay are left with free content that may be more focused on clickbait and fake news.
This is important because equalisation should mean more people have access, not just more content being created. Free online journalism from tabloids such as The Sun, the Mirror or the Daily Mail is easier to access, but it often relies on dramatic headlines, rumours and fast stories that are designed to get clicks. This does not always give readers the most detailed or balanced sports journalism.
In my opinion, this makes the impact of the internet complicated. On one hand, there are more sports articles available than ever before. On the other hand, the best or most detailed journalism is not always free. This means the internet has increased choice, but it has not made quality journalism equally available to everyone.
Another change is that athletes and independent writers can now publish directly to audiences through blogs, newsletters or platforms like substack. This means they do not always need a newspaper editor or a magazine column. For example, John Wall used the players’ tribune to write about his mental health, injuries and personal struggles away from basketball.
This gives writers and athletes more control over their own voice. However, the same issue appears again publishing online does not guarantee that people will read it. A small blog can exist, but it may not be seen unless the writer already has followers, promotion or a strong platform.
Therefore, written journalism shows that the internet has created more opportunities to publish, but it has also created new inequalities around paywalls, visibility and audience reach.
Social Media
Social media may be the strongest example of athletes bypassing traditional media. Platforms such as X, instagram and tiktok allow athletes to speak directly to the public without needing a journalist, press conference or broadcaster. This is a major change because athletes can now control their own stories more than they could in the past.
Marcus Rashford is an example of this. In June 2020, he used an open letter and social media to campaign for the government to extend free school meals during the summer holidays. He did not have to wait for a newspaper to tell the story for him. Instead, he spoke directly to the public and his message became part of a national conversation.
This shows that social media can give athletes power beyond sport. Rashford used his platform to raise awareness of a social issue and put pressure on the government. This is different from traditional sports media because the athlete was not just being interviewed; he was controlling the message himself.
Naomi Osaka is another important example. In 2021, she withdrew from the French Open after speaking about her mental health and her decision not to attend press conferences. By using her own statement, Osaka was able to explain her position directly rather than letting journalists completely control the narrative.
This is significant because athletes have often depended on the media to explain their actions to the public. Social media changes this relationship because athletes can respond immediately and in their own words. This gives them more control over their image, their voice and their personal experiences.
However, these examples also show the limits of social media. Rashford and Osaka were already famous athletes with large followings. Their messages had impact partly because they were already well known. A smaller athlete could post something just as important and still be ignored.
This suggests that social media has created a new kind of gatekeeping. Instead of only needing access to newspapers or television, people now need followers, engagement and algorithmic visibility. The algorithm can decide what becomes popular and what disappears. This means that social media is not completely equal, even though it looks open to everyone.
Therefore, social media has changed sports storytelling because athletes can now speak directly to audiences. However, it has not made everyone equally powerful.
Conclusion
Overall, the internet has changed who can tell sports stories, but it has not completely changed who controls sports media power. The evidence from podcasts, video, written journalism and social media shows that digital platforms have made production more accessible. More people can now create content without needing permission from a broadcaster, newspaper or major organisation.
Podcasts show this because independent creators can now record and publish their own sports discussions. However, the biggest podcasts are still often linked to major brands or famous names. Video platforms show a similar pattern because YouTube and TikTok have allowed new voices to emerge, but successful platforms like COPA90 can still become connected to large media companies. Written journalism shows that there are more ways to publish, but quality journalism can be hidden behind paywalls. Social media shows that athletes can bypass traditional media, but only those with large followings can create major impact.
This links to my own media project because I was able to create a sports documentary about Brazilian Jiu Jitsu without needing permission from a broadcaster, newspaper or major sports organisation. My project focused on BJJ’s history, identity and culture, using archive style visuals to show how the sport developed and why it matters to the people involved. I was able to make it using digital editing software, found footage, music, voice over, colour grading and online research. This proves that digital tools have made sports storytelling more accessible for students and independent creators like me, because I could research, edit and shape the story myself.
However, my project also shows the limits of the platform revolution. Even though I could create my own sports media product, it would still be difficult for it to reach the same audience as sky Sports, BBC sport or a major sports podcast. To reach that level, I would probably need a much bigger social media following, stronger promotion and support from a larger platform or sports organisation.
This shows that creating media and getting attention are not the same thing. Digital tools gave me the ability to make the project, but they did not automatically give me an audience. Even if my documentary was well edited and had a strong story, it would still need to be shared, recommended by algorithms, or promoted by people with influence in order to reach a wider audience.
This proves my main argument because the internet has made sports media easier to create, but it has not made visibility equal. As a student creator, I can now tell a sports story myself, but I am still competing with major organisations that already have money, audiences and professional distribution.
This makes me think that the internet has made sports media more equal in terms of creation, but not fully equalised in terms of reach. It gives people a voice, but it does not guarantee that the voice will be heard.
In conclusion, the platform revolution has made sports media easier to create, but it has not made sports media power equal.
Harvard References
Ofcom (2024) Audio and Podcast Report 2024. Available at: https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/data/statistics/2024/audio-report-2024/ofcom-audio-report.pdf
Ofcom (2025) Media Nations 2025. Available at: https://www.ofcom.org.uk/media-use-and-attitudes/media-habits-adults/media-nations-2025
Premier League (2023) Premier League agrees new £6.7bn UK TV rights deal. Available at: https://www.premierleague.com/en/news/3807882
Ben Foster – the cycling GK YouTube. Available at: https://www.youtube.com/@thecyclinggk
I’m still here: By John Wall The Players’ Tribune Signature The Players’ Tribune Signature. Available at: https://signature.theplayerstribune.com/john-wall-nba-basketball-los-angeles-clippers/p/1
SportBusiness (2015) Liberty Global invests in COPA90. Available at: https://media.sportbusiness.com/news/liberty-global-invests-in-copa90
BBC News (2020) Marcus Rashford free school meals campaign coverage. Available at: https://www.bbc.co.uk/news/live/uk-england-53056507
CBS Sports (2021) French Open 2021: Naomi Osaka withdraws from tournament after being fined for skipping media obligations. Available at: https://www.cbssports.com/tennis/news/french-open-2021-naomi-osaka-withdraws-from-tournament-after-being-fined-for-skipping-media-obligations