Streaming deportivo en el consumo del futbol colombiano: caso de estudio Win Play

Abstract

This qualitative research addresses the evolution of the sports streaming phenomenon in Colombia, with an emphasis on the case of Win Play as a digital platform for football broadcasting. The present study seeks to understand how digitalization and technological transformations modify the consumption of this sport. Based on a qualitative approach, it reviews users’ perceptions and the challenges they face in the local market compared to other international platforms. The results of the analysis show that streaming has favored content personalization; however, it has limitations related to access and costs. The research concludes that Win Play was a pioneer in the transition toward digital consumption, while also representing both opportunities and challenges for the sector. Keywords: sports streaming, football consumption, digital platforms, digital transformation.