How OTT has taken the National League global

StreamAMG successfully launched National League TV thanks to BT Sport granting the rights to live stream all games to UK fans that took place outside of the 3pm Saturday kick-off – whilst international fans could watch every live game in the league. 

The platform has surpassed all expectations, helped by one of the most dramatic seasons in the league’s history, which eventually saw Wrexham edge out Notts County for the 2022-23 title. 

But the lasting success of the platform has been ensured by laying strong foundations not just in technology and broadcast delivery – but with a strong commercial model providing good value to fans and a stable long-term revenue stream to the league and the clubs. 

From Aldershot to York, via Wrexham and Hollywood, the passion, excitement, and drama of clubs battling for promotion now plays out on a global stage thanks to National League TV. 

It provides a proven model for other leagues around the world to replicate this success. 

Opportunity 

In the summer of 2022, fans and owners voiced their frustration at their inability to watch matches that weren't accessible on BT Sport's domestic coverage. Consequently, plenty in the sports business were decrying why it was taking so long to resolve. 

Within a matter of weeks, StreamAMG were selected as the preferred OTT service provider, chosen off the back of years of experience in football.  

The delivery of the project wasn’t just spearheaded by the suitability of our product, but also around the business case, the legalities, the commercial business model and getting support and alignment from all the clubs and stakeholders, including domestic broadcaster BT Sport. There were also logistical challenges for the broadcast partner of getting connectivity into every ground in the league including the sourcing of commentary. 

An advisory board was established to consider these important questions. Those with an intimate knowledge of sports rights, production, sports law and other successful Direct-to-Consumer (D2C) streaming services. 

A crucial element in building the business case was in forecasting the likely revenue.  

Solution 

The discussion was fascinating, and the conclusions were unique in the world of live football streaming. This is to be a central league service with revenue distributed equitably. 

15% of net revenues are retained by the National League for reinvestment in streaming, marketing, and subsidy in Phase One of North and South clubs. 25% are distributed by the National League’s existing model. 

Finally, 60% is to be distributed to clubs on the platform, pro-rata to the audience / number of fan streams delivered (calculated according to club affiliate links and fan preferences at sign up and log in). 

Priced to the end customer in line with that of other international football streaming services, fans can watch all matches on the matchday and switch between matches at any point. A multi-view feature, which allows users to watch multiple matches simultaneously, is to follow. 

Plenty of thinking, modelling and discussion was required and the debate was fascinating. Not least what should be the price point for the service, and what reflected the value provided. There are many lessons for other rights-holders planning to do OTT to consider. What is the value we are making available? Should a Manchester United fan pay the same, more or less than a Wrexham fan to watch their team live? 

StreamAMG’s suite of products and internal expertise were able solve of all these questions from a technical perspective. 

CloudMatrix was used to facilitate National League’s season schedule without the need for individual directors starting the games. 

CloudPay was used to securely manage, track and deliver payments to the National League – this was particularly important taking into consideration the revenue share and financial distribution agreements with the clubs within the league. 

Results 

Subscriptions were into six figures by the end of the first season that it went live within, which has proven the model for the 5th Tier of English Football and provides the perfect business model for other leagues around the world to replicate the success. 

A full season pass (international only) can be purchased for £170 (early bird at £130), with a monthly pass (International only) at £22.50 and a matchday pass for all matches across a round of matches priced at £9.50 (£4.75 in beta). 

This is a big moment in the business of sports streaming that can boast a series of firsts, including; 

• First football service to re-distribute a proportion of net revenue according to the fan’s team affiliation. 
• First football league to pioneer the concept of a day/round pass covering all matches on their own D2C platform. 

 

2023 is proving to be a fascinating year in football streaming, with changes to major league rights distribution and therefore D2C streaming opportunities. We have built a model we are proud of and crucially a foundational blueprint for the demands of rights-holders in the future. 

StreamAMG's involvement in the National League TV launch demonstrates our commitment to innovation and excellence in the football industry. Our team is dedicated to delivering the best possible experience for fans and continues to work with National League to improve and enhance the platform. 

We are delighted to partner with National League on this hugely exciting project. Our experience in football streaming spans decades, and we’re looking forward to helping the league drive new revenue streams, whilst making it accessible to fans both at home and across the globe.

CEO of StreamAMG Hugo Sharman

This is a significant project and moment for The Vanarama National League. Over the last nine months, we have been through an exhaustive process to ensure we launch the best platform we possibly could. In doing so, it was important we selected the best partners possible and are delighted to be working with StreamAMG.

Mark Ives, General Manager of the National League

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