By Published On: November 15, 2023 - Categories: Blog Industry Insights Live Streaming Opinion OTT Sports

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I recently had the privilege of attending Sportel Monaco 2023, where experts from the sports and media industry came together to discuss the latest trends and innovations in the world of OTT (Over-The-Top) streaming.

The insights I gained from this event have the potential to reshape the way we approach streaming at StreamAMG.

I'd like to share with you some key takeaways that could redefine our approach to delivering content to sports fans across the globe.

Platform - Reach

One of the most striking insights that emerged from Sportel Monaco 2023 is the importance of multi-platform offerings to cater to the diverse needs of sports fans. Whether they are new, casual, or hardcore enthusiasts, the industry should tailor content to specific platforms rather than relying on a one-size-fits-all approach.

First-party platforms should emphasise longer-form content and storytelling, acting as a destination for hardcore fans, while third-party (typically social) platforms provide short-form content for reaching new audiences driving them back to the first-party platform.

It's worth noting the unique case of the NBA App, which aggregates both short form content, traditionally associated with third party social platforms alongside longer form content for hardcore fans with the focus on being the single destination for NBA content, indicating that a one-size-fits-all approach may not always be the best strategy.

To showcase the value of DTC (Direct-to-Consumer), rights-holders need robust data analytics to measure conversion rates from third-party platforms to first-party platforms and the conversion of free users to paid subscribers.

Content - Engagement & Revenue 

Personalisation of content is more attainable on first-party platforms, thanks to the availability of user data, which is often lacking on third-party platforms. This data-driven approach opens the door to potential shifts in content creation, with an emphasis on athlete-centric content rather than team-focused material. The idea is to create a more profound connection between fans and athletes, akin to the way fans follow iconic figures like Ronaldo and Messi.

First-party platforms should prioritise user-friendliness and content discoverability. Furthermore, while payments can be monetary, data can be a valuable form of currency, offering an alternative monetisation model.

Building a new streaming service usually involves offering content for free initially to build an audience, which can be monetised later. Social media platforms can provide additional monetisation options, such as selling content on Meta and TikTok or driving users to the main DTC proposition.

FAST (Free Ad-supported Streaming Television) 

The concept of FAST as more than an archive strategy was discussed in detail. It should encompass a combination of original storytelling, archive content, and live broadcasts. FAST channels require active management and editorial resources for effective operation. To launch a FAST channel successfully, a brand should have 100-150 hours of content with a 25% monthly refresh. Falling below this threshold results in underperformance and lower ad fill rates, as well as content discovery issues.

Effective marketing is essential to promote FAST channels, as they may not be discovered organically.

Data plays a pivotal role in delivering targeted ads on FAST platforms, making it a core aspect of any strategy. The time-to-market for launching a FAST channel is typically 3-4 months, with several integration partners handling various aspects of the service.

Exclusivity is a powerful driver of engagement, as seen in the example of DAZN's women's football show exclusively available on Samsung. This not only boosts the platform but also drives sales for Samsung TVs.

Summary... 

In reflecting on Sportel Monaco 2023, it's clear that the themes and discussions align seamlessly with the developments that have unfolded at StreamAMG over the past year. The event has not only justified our trajectory but also highlighted the foresight embedded in our approach.

As we continue to provide the very best solutions to our clients, these insights highlight our commitment to staying ahead of the curve. Other considerations sparked by Sportel will undoubtedly guide our future development, ensuring that our streaming solutions remain at the forefront of innovation and cater to the evolving needs of our clients and the broader streaming community.

Thank you for reading, and I look forward to the exciting developments that lie ahead for StreamAMG.

Best regards,
Mark

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