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A unique phenomenon that cannot be overlooked in modern sports viewing trends is the explosive growth of the "live commentary" culture, driven by creators and influencers. While traditional sports broadcasting provides fair and objective commentary from refined announcers and professional analysts at broadcasters, live commentary on new media platforms offers a raw appeal that, although somewhat biased and rough, directly reflects the emotions of the fans. Sports creators active on various live platforms such as YouTube, AfreecaTV, and Chijijik have established themselves as a new mainstream broadcasting culture by attracting tens of thousands of viewers solely through their reactions and eloquence, even if they cannot directly stream the game footage due to broadcasting rights issues.
The secret behind the formation of a powerful fandom by live commentary culture lies in the "sharing and representation of emotions." Fans feel a deep connection to the emotional journey of creators who share their anger, cheers, and disappointment, rather than to the standardized and rigid commentary found on mainstream television. Particularly in the case of biased live commentary channels that passionately support a specific team, they serve as a form of "online cheering song," sharing the thrill of victory and the despair of defeat with fellow fans through real-time chat. By establishing a friendly position—like a neighborhood friend watching the game together or an enthusiastic fellow attendee—rather than that of a commentator, they provide viewers with a strong sense of bond and belonging.
This phenomenon signifies that the way sports content is consumed has expanded from "simply watching" to a "culture of shared enjoyment." Viewers exhibit a so-called "dual-screen" viewing pattern, keeping the main broadcast on a TV or monitor while simultaneously playing live commentary from their favorite creators on their smartphones. The enjoyment of watching is maximized through real-time content that includes not only tactical analysis of the game but also humorous banter based on the flow of the match and behind-the-scenes talks about the players. Even after the game ends, creators' live match reviews and edited reaction clips record high view counts, serving as core content that sustains the post-game excitement.
As the influence of sports influencers grows, corporate marketing methods and media platform collaboration strategies are also changing. Brands in the alcohol, beverage, and food sectors, as well as IT devices and healthcare, are actively pursuing collaborations with live broadcast channels that have secured a large male fanbase and a strong following of sports enthusiasts. There is a growing number of cases where high marketing effectiveness is achieved by seamlessly integrating brands into natural talk and match prediction content, without the resistance associated with advertising. Furthermore, some official broadcasting platforms are actively utilizing new media creators in the competition to attract subscribers by bringing them into the mainstream, such as by providing official broadcast feeds to creators with high public recognition or inviting them as guest commentators. Black TV