How has technology fragmented the audience for sports and entertainment commodities?

What is Fragmentation: fragmentation refers to the absence or the underdevelopment of connections between the society and the groupings of some members of that society on the lines of a common culture, nationality, race, language, occupation, religion, income level, or other common interests.

Technology has fragmented the audience for sport and entertainment commodities because now people don't have to go watch a sports game where they have Merchandise or have contributes to the sale of products to a retail consumer.

monopolistic competition exists between the entertainment commodities produced by firms. especially as marketed to a particular fan base.

Actually, technology has allowed marketing in sports to become much more specialized and reach a much more targeted segment. For example, tv stations showing many kinds of sports at one time and social media followings for specific sports. Fragmented audience is a crucial challenge because if something is done that the audience perhaps doesn't like then there are no other segments to rely on for support. It is an opportunity because it allows the marketers to gear their strategies to a small audience and develop better PR and customer loyalty.