Digital Transformations in a Platform Society: A Comparative Analysis of European Football Leagues as YouTube Complementors

The prevalence of digital technologies and emerging social media platforms in the 21st century has altered the ways in which individuals and groups produce and consume elite football (soccer). Elite football is no longer consumed merely through ‘traditional’ media as television or radio. By comparing the ‘big five’ football leagues (the first divisions in England, France, Germany, Italy and Spain), this article examines how these leagues have adapted to an algorithm logic (monetization strategies/content strategies) on YouTube. Drawing from data collected (64,247 YouTube videos) using YouTube Data Tools, we argue that the ‘big five’s’ content creation on YouTube work in a complementary manner to ‘traditional’ platforms, allowing for the testing and adaption of their content practices based on instant consumer feedback. This article makes a contribution to the literature on the symbiotic media/sport relationship with its analysis and insights into the digital transformations occurring in a ‘platform society’.