Enhancing user experience in cricket broadcasting: a study of user emotional response to the live streamed sports experience
Sheridan, Stella (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120332312
https://urn.fi/URN:NBN:fi:amk-2025120332312
Tiivistelmä
Cricket is the world’s second most popular sport by fan size and yet, factors influencing user experience in cricket broadcasting remain wildly unexplored. This study aims to investigate how design choices and broadcast elements influence the emotional response and digital user experience of cricket viewers. Theoretical concepts of emotional design, cognitive load, psychological models of engagement and attention, and user experience are woven together to form a framework of understanding in interpreting how broad-cast elements influence viewer emotional behaviour and engagement.
This study conducted a comparative analysis of Cricket Finland (CF) and European Cricket Network (ECN) broadcasts, highlighting the significance of certain broadcast elements, such as commentary, in the viewing experience. A mixed-method design involving surveys, focus groups, and interviews was developed to explore factors influencing user experience, emotional triggers, and cognitive load differences be-tween less and more experienced viewers. Findings revealed that less-experienced viewers often struggled more with complex graphic overlays, limited field coverage or camera angles, and unexplained graphics compared to more experienced viewers. More experienced viewers were found to value contextual depth and advanced statistics over most other features. Interestingly, commentary presented to play a significant role in the viewing experience for both groups. Lastly, features such as replays, adaptive over-lays, field diagrams, and diverse camera angles were highlighted by both participant groups as effective tools in promoting a positive viewing experience overall.
The results of this study provide an understanding for the factors influencing viewing engagement and retention in cricket spectatorship. With reference to the theoretical framework, the findings demonstrate how elaborate and complex the viewing experience really is, both for newer and more experienced fans. This further illustrates the importance of considering a balance in user-interface design between clarity, contextual depth, and captivating commentary to maintain the interest of current audiences as well as attract new ones.
This study conducted a comparative analysis of Cricket Finland (CF) and European Cricket Network (ECN) broadcasts, highlighting the significance of certain broadcast elements, such as commentary, in the viewing experience. A mixed-method design involving surveys, focus groups, and interviews was developed to explore factors influencing user experience, emotional triggers, and cognitive load differences be-tween less and more experienced viewers. Findings revealed that less-experienced viewers often struggled more with complex graphic overlays, limited field coverage or camera angles, and unexplained graphics compared to more experienced viewers. More experienced viewers were found to value contextual depth and advanced statistics over most other features. Interestingly, commentary presented to play a significant role in the viewing experience for both groups. Lastly, features such as replays, adaptive over-lays, field diagrams, and diverse camera angles were highlighted by both participant groups as effective tools in promoting a positive viewing experience overall.
The results of this study provide an understanding for the factors influencing viewing engagement and retention in cricket spectatorship. With reference to the theoretical framework, the findings demonstrate how elaborate and complex the viewing experience really is, both for newer and more experienced fans. This further illustrates the importance of considering a balance in user-interface design between clarity, contextual depth, and captivating commentary to maintain the interest of current audiences as well as attract new ones.