Second-Screen Experience

Beyond the Final Whistle: Mastering the Digital Second-Screen Experience for University Sports Fans

The article explores the evolution of university sports fandom, particularly during NCAA March Madness, highlighting the shift from passive viewing to an active, multi-platform digital experience. Fans now utilize second screens for real-time analytics, social media interaction, and data-driven bracketology, transforming fandom into a more analytical and immersive pursuit.