The world of live sports is undergoing a transformation as people use more screens to curate their own broadcast experiences. Today, a vast majority of sports fans say they use second screens during live broadcasts, as they discuss the game with friends or check social media. "People aren't just watching Sky Sports at half past four anymore, they're multitasking," Goldbridge told CNBC, referring to Europe's top sports broadcaster. "They're engaging in our live chat; they're playing [video games such as] Championship Manager with sport on in the background." His streams, which regularly attract over 250,000 viewers, also provide an alternative route for broadcasters to reach global audiences.

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Persons: Mark Goldbridge, aren't, Goldbridge Organizations: YouTube, Google, Paris, British, Premier League soccer, Sky Sports, CNBC, Sky Sports Austria, Austrian Bundesliga Locations: Austrian