![Two sports fans visit a PP Sports studio and pose for a photo in Nanjing, Jiangsu province. [Photo provided to China Daily]](http://image.cns.com.cn/ecns_editor/transform/20190910/v0Rl-fzntuzz0704431.jpg)
Two sports fans visit a PP Sports studio and pose for a photo in Nanjing, Jiangsu province. [Photo provided to China Daily]
Moreover, in December 2018, Migu reached a multiyear partnership with the NBA that will deliver extensive NBA content to fans on the Chinese mainland and in Hong Kong and Macao. The partners will work together to explore 4K resolution and virtual reality to enhance viewing experience.
The cooperation will also allow Migu to design and sell NBA and Migu co-branded lifestyle merchandise available to fans on China Mobile and Migu's platforms.
Migu partnered with China Central Television to broadcast the 2018 World Cup in Russia on digital media and telecommunication channels.
"In the future, the copyright will be more important and the threshold to obtain copyrights will be higher, which will enhance the operational costs. Enterprises in this sector tend to distribute content through multichannels, derived content and brokers to reduce costs," Qu of Analysys said.
Users' demand for content has become diversified, so the growth potential of sports livestreaming platforms involved in diverse businesses will be greater, Qu added.
