FIS Digital Channels: Record-Breaking 2025/26 Season

The Shift Toward Direct-to-Consumer Sports Media

The landscape of sports consumption is undergoing a fundamental shift. Rather than relying solely on traditional broadcast partners, sports organizations are increasingly building their own media ecosystems to own the relationship with their fans.

Recent data highlights this momentum. FIS TV has seen a massive surge in engagement, reaching 2.1 million unique users—a 93% increase year-on-year. With 2.5 million video views and total hours watched climbing by 59% to 110.9 thousand hours, the demand for content outside of standard television windows is clear.

This trend suggests a future where fans expect a hybrid experience: high-production live broadcasts paired with immediate, accessible and specialized content provided directly by the governing body.

Integrating Audio for Multi-Tasking Fans

Accessibility is key to maintaining fan interest throughout a long season. The launch of FIS Live Radio represents a strategic move to capture the “audio-first” audience by bringing English commentary directly into the FIS App and fis-ski.com.

The impact was immediate, with the service recording one million total listens during the season. This indicates a growing preference for multimodal consumption, where fans can stay connected to the action of World Cups regardless of whether they have a screen available.

As audio integration evolves, we can expect more seamless transitions between live race audio and deep-dive analysis, making the sporting experience more portable, and inclusive.

Humanizing Athletes Through Long-Form Storytelling

Even as race results provide the “what,” long-form content provides the “why.” The introduction of specialized podcast formats is transforming how fans perceive athletes, moving the focus from the podium to the personality.

Formats such as Alpine Pulse, SKIRIOUS PROBLEMS, and Hidden Champions have already delivered over 650 thousand total views. By utilizing platforms like FIS TV, YouTube, and Spotify, these series provide athletes and legends the space to share the stories behind the results.

This shift toward storytelling creates a deeper emotional connection, turning casual viewers into invested fans who follow the athlete’s journey, not just the event outcome.

The Future of “Always-On” Fan Engagement

The ultimate goal for modern sports media is to move beyond the “event-based” cycle. Instead of peaks of interest during race weekends followed by troughs of silence, the trend is moving toward an “always-on” engagement model.

By leveraging podcasts and on-demand video, organizations can maintain a constant presence in the fan’s daily routine. This creates a consistent narrative thread that keeps the sport relevant throughout the entire year.

these diverse digital formats open new doors for commercial and media partners. Sponsors are no longer limited to logo placement on a bib; they can now integrate into storytelling formats that offer more context and personality, providing higher value and better targeting.

Frequently Asked Questions

How do you prefer to follow the World Cup—through live broadcasts, on-demand highlights, or athlete podcasts? Let us know in the comments below or subscribe to our newsletter for more industry insights!