FROM LINEAR HABITS TO NON-LINEAR CONSUMPTION OF SPORTS CONTENTS

The development of digital technology and new media has influenced the creation of viewer and listener habits. Although the emergence of digital services and online media predicted the decrease in interest in traditional electronic media and linear programme following, it did not happen. Time has proved that linear television has not become out-of-date, but its rich history and unique appeal of direct broadcasting and TV spectacles can still mobilise worldwide audience that has never been greater. Namely, parallel to the development of digital services linear contents presence has continued to increase as well. The aim of this paper is the analysis of apparent forms in the placement of sports contents through linear programmes, along with the analysis of digital services and, therefore, the movement of viewers/listeners, i.e. the analysis of the relation between user needs and new user habits. Sports podcasts on digital platforms are gaining more and more popularity because they overcome numerous limitations imposed by televisions and online contents consumption. Beside all that, the viewers in Serbia currently have at their disposal more than thirty domestic TV channels, and all of them have their own audience.