Why do we love sports? Perhaps it’s the thrill of watching our favorite teams compete game after game, the memories of cheering alongside our families, or the way that athletes seem to transform into superheroes and villains before our eyes. In these moments, those athletes quintessentially embody our own hopes, dreams and rivalries.

For centuries, humanity has often turned to sports as a source of entertainment. Whether their team consistently tops the league or dwells in the bottom of the standings, it’s about the moments of collective celebration or heartbreak and the sheer passion that binds communities together.

With the marvel of modern technology, social media platforms now provide an endless landscape for sports content consumption. Fans can now filter what they want to see and hear — and who they receive it from.

While 21st century sports fans relish the endless supply of coverage, major network outlets continue to plummet as a result. This reality manifests even all the way at the top: self-proclaimed as the “Worldwide Leader in Sports,” ESPN has seen its fair share of struggles over the past decade.

From its rise to prevalence in the 20th century up to now, ESPN consistently dominated sports media as the epicenter for coverage and viewership. However, as platforms like TikTok, Instagram and X have grown, ESPN has seen their ratings and profits tank. According to Sports Business Journal, ESPN underwent a 2% decline in ESPN+ subscribers and a 9% drop in operating income, based on Disney’s second quarter earnings report in 2024.

These unimpressive numbers underscore the fact that network television simply lacks the allure it once shined upon consumers. The monopoly of sports media no longer exists, and potential viewers no longer rely on prominent TV corporations for sports content.

Instead, we have witnessed the surge of content creators within the sports media genre across all social platforms.

Brett Kollmann, an NFL content creator, once remarked that in sports media, “individual personalities reign supreme.” The professional YouTuber and co-host of the Bootleg Football podcast demonstrates the success of independent creators, with his own channel amassing over 400,000 subscribers.

Kollmann’s main appeal is his focus on studying game film and using advanced metrics for all 30 NFL teams, something he has referred to as the “geeky” side of football. He attracts viewers interested in this side of the NFL.

With the simple click of a search button, fans can find whatever they are interested in — whether it’s a specific sport, topic, or player, they are likely to find a creator who supplies just what they want.

This is a tool that ESPN or FS1 simply don’t have access to. In an article with Katy Trail Weekly, longtime journalist Barry Horn points out ESPN’s systematic flaws, claiming that ESPN “only cover franchises. They pick the top 50 franchises and just cover them.” These networks aren’t focused on covering sports in-depth — they’re motivated by retaining viewership.

Mainstream network television’s main selling point is conflict and drama, hence broadcast networks employing on-air personalities rather than aficionados who bring expertise and insight. What these corporations fail to realize is that sports are worth much more than mindless jargon and hostile debate. Nobody finds it relaxing or enjoyable to watch a back-and-forth yelling match over nonsensical topics.

As content creators on social platforms thrive by delving deep into niche aspects of sports, they satisfy a hunger for genuine connection and exploration. They offer more than just highlights and headlines; they provide insight, analysis and a personal touch that resonates with viewers.

In the midst of this evolving landscape, the love for sports will always endure because it taps into something fundamental within us — a longing for meaning, emotion and shared experience. While networks like ESPN navigate these challenges, the future of sports media lies in honoring this deeper connection and who can provide that to consumers. It’s about rediscovering the narratives that make sports more than just a game — a sentiment that resonates far beyond the confines of any TV screen or corporate agenda.