How would you research shoulder content + playback for a tentpole event?

Hi all — I’m working through a case assignment for a content insights role (a bit adjacent to my usual wheelhouse).

The project involves designing research around a major tentpole sports event, and there are two main areas I’d love to thoughts on: 1. Shoulder programming – what kind of adjacent content would drive engagement? 2. Playback/viewing experience – how do we make streaming feel smooth, social, and worth returning for?

I can make informed guesses based on growth audiences or content overlap, but I’d love to hear from folks in UX, content, or strategy: – Are there frameworks or best practices you rely on? – Any KPIs or research methods that work especially well in these areas?

Thank you in advance for any thoughts, I sincerely appreciate it.