Awesome viewing as Dutch cyclist Beukeboom claims 4th longest distance for UCI Hour Record
Last night, Dutch racer Dion Beukeboom attempted to break the Union Cycliste Internationale (UCI) Hour Record, gunning for Sir Bradley Wiggins’s iconic feat from three years ago.
Chasing the record at the Aguascalientes velodrome in Mexico, Beukeboom recorded 52.757 kilometres, ranking him 4th in distance covered in the illustrious event but still shy of Wiggins’s amazing mark of 54.526 kilometres which was set at London’s Olympic Velodrome in 2015.
Enabling global fans to witness this latest attempt at cycling’s most prestigious record, the UCI live streamed the event to Facebook and the UCI YouTube channel (tv.uci.ch). It also used Tellyo to create and share short clips of key moments to social media throughout Beukeboom’s attempt.
“Tellyo is delighted to have worked with the UCI on such a prestigious event. Through Tellyo, the UCI were able to capture key moments of the attempt, and create and share video edits, GIFs and still images across their social media, helping to engage their audience, share updates on progress and ultimately guide more viewers to the live stream.
“It was compelling viewing and congratulations should go to Beukeboom – it was a superb effort and truly awesome to watch.”
The most common live video streaming habits of digital audiences
It’s extremely difficult to pin down live video streaming audiences. Data will vary depending on world regions, such as a country’s internet quality, its level of technology adoption and development, and so on. However, a new report has done an incredible job of helping us to build a better understanding of digital viewers, as much as it’s possible.
The IAB (Interactive Advertising Bureau) report – Live Video Streaming: A Global Perspective – provides a great benchmark regarding trends across live video streaming. It’s a must read for anyone interested in the broadcasting industry and for people who want to stay up to date with the most recent studies. Here’s a short, but insightful summary of the survey’s results.
Check out our other stories:
- Ideas for online video content when you can’t show games
- Will the real host of the 2022 FIFA World Cup be the web?
- Still looking for a prime alternative to Snappy TV?
An overview of live video streaming consumption
The IAB report highlights that we are all surrounded by devices that enable us to watch video streams – such as PCs, laptops, smartphones, tablets and web connected TVs, all of which are some of the most common screens we use to catch the content we want to see.
The report also makes a strong point that video streaming is still growing rapidly. Forty-seven per cent of people who took part in the IAB survey said that they stream more videos in 2018 than they did a year ago. Russians are a model example of what the report calls the ‘video thirsty user’, as 61% of Russian respondents said they watch more streams now than a year ago.
How we watch content
Out of all of our web-connected devices, smartphones are the most popular when it comes to watching video streams (for 62% of survey respondents). In second place comes the PC/laptop, while tablets come third. The reports notes that the most popular ways to watch video streams is further reflected in the devices people keep at home, as listed below.
“What device I own or have access to”:
The ever-present smartphone is noted as the device on which we watch live video content most frequently – 67% of respondents use them at least once a day or several times a day. In terms of use, the second device is a Smart TV, while tablets and video streaming devices (Chromecast, Apple TV) come joint third.
However, while we might use smartphones to watch live video content most often, the report concludes that the device is not the best platform for longer formats.
It seems that audiences around the world prefer to watch long formats, or videos for longer periods of time, on bigger screens. The Smart TV comes top with 67% watching more than 30 minutes of live streams daily; while video streaming devices (that are connected to and watched through a TV) follow closely behind on 62%. Only in 47% of cases are smartphones used to watch video for 30 minutes or more.
Audiences prefer to watch longer video content on bigger screens, while smartphones are often used for short videos no longer than 10-30 minutes in length.
Where we consume content
Social media now plays a key role in many areas of life. Unsurprisingly, viewers like to watch live streams mostly on social media (52%), with dedicated, digital streaming platforms with subscriptions coming in second place (41%).
The report highlights that social platforms are a natural place for streaming and probably one of the best places for viewing:
- (Almost) everyone can access social media streams, as long as they have a web connection.
- Social media is free to use.
- Social channels are widely accessible via almost any web-enabled device you can imagine: PCs, smartphones, tablets, Smart TVs, gaming consoles etc.
- Social offers specific features that help broadcasters to promote and inform users about a stream.
- Users also benefit from specific features, such as the ability to chat during a stream.
Digital streaming subscription platforms, like Hulu Live or DirectTV Now, are dedicated to digital entertainment and offer access to multiple TV channels using a connected device. Users can watch anywhere, either live or on-demand at a more convenient time.
Other, popular sources of live video streams are:
- TV network websites or apps (like ITV Hub, All4 or other web services that provide live streams from traditional TV broadcasters) – 34%
- Gaming websites or apps – 33%
- Paid TV service provider website or app – 21%
- Other sources – 9%
Content we like to consume
The most popular type of content that is streamed by digital viewers around the world is the TV series (for 45% of users).
Thirty-one per cent watch live sports, with 30% tuning into how-to tutorials. Gaming fans represent 29% of live video content consumers. What’s interesting is that live videos made by friends or family members are appealing to 28%; while news is interesting for 27%, videos made by an online celebrity or influencer for 24%, live concerts for 23% and talk shows for 22%.
There isn’t anything too surprising about the above types of content we like to consume. For most people, a box-set TV serial is the go-to content across the web in general, including video on-demand (VOD) and live streaming services. Live sports events are then an obvious second, as sport is all about being ‘in the moment’.
Where we consume
Gone are the days of a TV set in every room, probably forever. Live content is now everywhere, across laptops, smartphones and tablets to name just a few. These new screens are often the first thing we look at in the morning and, quite probably, the last thing we look at before going to sleep.
According to the IAB report, 73% of live video content is consumed at home. Outdoor consumption appears to be alongside journeys and social events, like going to a restaurant, bar or the park, or on the way to work and while shopping.
Thirty-seven per cent of viewers spend 81% or more of their time live streaming in the company of others, which increases to 56% of viewers when using a smartphone. This is worth remembering, as it means that up to just over half of your streaming audience will be more than one person, depending on the device being used.
How we multi-task while watching live streams
While watching live streams an audience’s attention is highly distracted. But this doesn’t mean that they don’t pay attention to what they see on the screen. In fact, while they will do other things, these are more often related to what is being watched.
Things (related to what is being watched) that viewers do while watching live content:
Why we watch live streams
So, what exactly does an audience look for in a live stream? The IAB report asked respondents – What are the main reasons for you to watch live video streaming content? – and the responses shed light on why we watch:
Something that should be of valuable insight to many live content industry professionals, the report also asked: Which of the following factors influence your choice of live video streaming sources?
It seems that technical aspects, such as content quality and the speed of connection, are crucial here, while ads (or the absence of ads) in a live stream are not so important after all.
Key takeaways about the live video consumer
Based on the IAB report’s survey results, if we were to create a persona for the ‘live video content consumer’, the following would form their habits and thoughts. They would:
- Watch live video content a couple of times a day
- Own a smartphone and use it to stream live video content
- View streams via social media channels
- Favour TV serials and sports
- Enjoy watching live streams in the late evening – from 8pm to 11pm
- Check social media and look for related online content while watching a stream
- Appreciate content quality and connection speed
- Like how live content makes them feel up to date and well informed
Although the above makes some pretty big generalisations, once you start to glean new insights from reports such as the IAB’s, then you can build a better picture of the live video content consumer. Worth remembering!
Reaching the live video streaming consumer
When it comes to execution of your live video strategy and getting the tools to reach the live video consumer described above, simply try one of our Tellyo solutions. Tellyo Pro is for regular, extensive broadcasts; while Tellyo On Demand is designed for more occasional use. If you’re not sure which solution would suit you, please get in contact and the team here will be more than happy to help.
Will the real host of the 2022 FIFA World Cup be the web?
With massive stadiums, world-wide federations and leagues, and global superstars, Football is undoubtedly the most important sport in the world. Its popularity spans the globe, while the quadrennial FIFA World Cup is always a huge spectacle that goes beyond sport. It’s a game of fame, money and status, and a coming together of different cultures and styles.
The world’s eyes are all on the tournament in Russia right now. The event is being beamed and streamed to every corner of the globe. And thanks to TV infrastructure and extensive internet access, fans can watch games in all sorts of places – from pubs and fan zones to Mongolian yurts and even small, remote islands on the Pacific.
Check out our other stories:
- Ideas for online video content when you can’t show games
- The most common live video streaming habits of digital audiences
- Still looking for a prime alternative to Snappy TV?
But how is our viewing changing and what will this look like for the next World Cup in Qatar 2022?
How we watched the 2014 World Cup
During the 2014 World Cup held in Brazil, an estimated 280 million people watched matches online or on a mobile device, according to official FIFA data[1].
As the rights owner, FIFA reached 207 territories with its content (the definition of ‘territory’ being a bit wider than a “country”). The final was watched by approximately 695 million viewers at home (calculated as people who watched at least 20 consecutive minutes in their own home). However, the final figure was surely higher, as many viewers will have watched in their favourite bar or in specially prepared fan zones. Yet it was still a 12% growth when compared to the 2010 World Cup in South Africa.
According to FIFA, there was more online coverage in 2014 than any previous World Cup tournament, with 188 licensees offering coverage via websites, media players and apps.
What’s more, since 2014 consumer surveys suggest that online TV viewing is up by 36%, while mobile TV viewing has increased by 248%. Obviously these viewing figures have been boosted by technological developments, increased broadband penetration, better devices, and faster internet speeds in all regions.
It seems that the better the infrastructure, the better the online video reach. But credit also has to go to the progressive strategies of many TV stations. With the World Cup proving so popular, national broadcasters continue to show it for free, with no extra charges. Many are committed to making content easily accessible and widely distributed by catering to all viewing habits – from traditional TV to online and mobile.
If not for free, many countries also offer lots of options to pay for access to content beyond a national TV station.
How will people watch the 2018 World Cup?
To see the detailed results of World Cup viewership we will have to wait until the end of the tournament. But with a huge dose of certainty – and some early indicators so far – we can predict that results are going to show a record high when it comes to online video content.
While TV is still the king of sports broadcasts, online live streams are fast gaining traction.
Released just before the 2018 World Cup got underway, a recent IAB report – Live Video Streaming: A Global Perspective – provides us with a better picture.
What’s really interesting is the number of different media platforms that will be used during the 2018 World Cup.
The IAB report asked:
Which, if any, of the following media channels and devices do you plan to use to watch/follow the 2018 FIFA World Cup?
When taking a closer look at the above list, what’s noticeable is that most of the devices will need an internet connection to access World Cup video content such as games.
It gets even more interesting if we go further and look at those answers from geographical regions. According to the report, smartphones are the most popular option (45%) for watching World Cup games in the APAC region (Australia and China), while South Americans prefer TV (49%).
Looking ahead to 2022
It’s a bit too early to write any final conclusions about how we watched this year’s World Cup. But looking at data from 2014 and the available audience insights prior to the tournament in Russia, it looks like online access will be at a record high regardless of the device or platform being used to watch content. Perhaps the 2018 FIFA World Cup will prove a breakthrough for online broadcasters. If so, surely the 2022 tournament will be even more wireless and web focused. It’s time to go online!
[2] Live Video Streaming – A Global Perspective – IAB Report, June 2018
Ideas for online video content when you can’t show games
Thanks to deals between sports leagues and broadcasters, games are now accessible all over the world. Fans can watch Premier League games in Los Angeles or the Super Bowl in Mumbai – and have become accustomed to the luxury of watching their team on TV or via a streaming service.
For many clubs, they’re unable to stream games on their own social media channels because the rights are in the hands of a league or federation. Yet the huge growth in digital viewing behaviours and the appetite for online video means that clubs are often left wondering how they can get involved. For those fans unable to watch live games at a stadium, or pay for a TV/streaming service, there’s often not much content left for them to enjoy.
Check out our other stories:
- The most common live video streaming habits of digital audiences
- Still looking for a prime alternative to Snappy TV?
But this situation for both clubs and fans can be changed very easily. If you’re part of a club, here’s a list of content ideas you can use to generate great video content, and keep your fans engaged, well informed and bonded to your club community.
Press conferences – before and after games
Fans like to hear why their team lost or know how the dressing room feels after winning. What influenced the coach to use a particular strategy, or why did they wait so long to make a crucial substitution. How are preparations going for the next game? The best way to give your fans all the answers they need is by broadcasting your press conferences.
Injury updates
In sport, injuries are part of life. But when it happens to a key player, fans get really worried. Back in 2006, Leo Messi suffered a metatarsal fracture that ended in 87 days off and him missing 18 games[1]. Imagine how Barca fans would feel if it happened again. That’s why regular injury updates, interviews with doctors and reports on the recovery process are a great source of information for fans.
Other teams’ matches
While fans are often focused on a club’s main team, many clubs have much more to show: a women’s team, the second team and youth academy teams. These games also present huge opportunities and will be of interest to many fans.
Stadium tours
For those of fans unable to visit the stadium, an online tour might not substitute a real trip but it is the next best thing. You could show some of the most important places for the team: the locker room, trophy galleries and entrance onto the pitch, as well as fan areas and the press box.
This kind of video tour can also act as a commercial to attract fans to visit the stadium more often and as a way to market to potential buyers of hospitality boxes.
Pre-season games
Pre-season games are a chance to show how new players are performing and for fans to check out any changes in formation. It is an exciting time for fans who have been looking forward to seeing games after weeks off in between seasons.
Presentations
Everything that happens at a club is interesting for its core supporters. It’s worth sharing club moments with fans, such as the signing of new player, the promotion of a youth academy player to the first team, or the presentation of a new kit. There will be lots more ideas you can come up with.
Player challenges
A great way to entertain fans is to organise challenges, so players can show off their skills (or lack of them!). If you need ideas, simply look on YouTube as it’s amazing how many great ideas you can find for this kind of competition.
Match day preparations
This can be really nice for fans, especially for the most important games of the season, such as the first home game, a playoff, derby match or even a final. If you don’t have rights to the actual game, you might show your team’s pre-game routine: their breakfast, the trip to the stadium, warm ups and any final preparations before kick off.
Community events
If your club is active in your local community, this is also something that’s worth sharing. Whether it’s a tournament for your youngest fans, or a festival-style event that brings players and fans together.
Fans asking, players responding
This is something many fans like to do – to ask their favourite players about their life and career. You might collect questions via social media and ask your players or training staff to answer them. Remember: this doesn’t have to be 100% serious! The more fun to watch, the better the results will be.
‘Season in a minute’ summaries
It’s great to show your supporters an end of season summary. Whether it’s been full of ups and downs, or a season of trophies, it’s nice to show some extras.
Even if you’re unable to stream club games, there are plenty of things you can show your fans. You just need to stay open to ideas and look around at life in your club. Creating and sharing video content will not only positively influence your marketing efforts, but will keep your fans even more engaged. It’s worth a shot!
[1] https://www.transfermarkt.com/lionel-messi/verletzungen/spieler/28003
How Facebook is creating its own sports streaming service and what we can all learn from it
In August 2017, when Facebook launched its video platform – Facebook Watch – it was a bold move to target the huge growth in online video consumption. Video is by far the most engaging content type[1]. It’s also relatively easy to monetise. So Facebook Watch is no great surprise, as it provides the social media giant with an on-demand service for longer-form video content and a space to promote its own video productions.
Facebook’s reasoning is actually very clear: People love watching video and Facebook wants to earn money from adverts shown in those videos. But, while Facebook has made it super easy to stream and publish videos on their platform – and with consumption still growing – there has never been one central place to find video content on the platform.
To find video content, Facebook users have to scroll down their feeds or use the search feature (which is far from useful when it comes to video search). Facebook has been aware of these limitations for some time – realising it’s not good enough if they want to be a serious player in the video market and why people still prefer to watch videos on YouTube or via on-demand services.
With Watch (released only in US so far), Facebook now has a go-to central area where users can easily find video content, which Facebook hopes will rival the likes of YouTube.
What’s inside Facebook Watch?
Video is not going to disappear from a user’s feed, but with Facebook Watch there will be more professional productions served in a better way. Watch’s menu is mostly a mix of comedy, documentaries, reality shows and documentary series dedicated to sports. The latter include shows like:
- Ball in the Family – dedicated to talented basketball players within Ball family and its notorious patriarch, LaVar. See how Ball’s family build their popularity with their video appearances here.
- Behind the Wall – showcasing NASCAR driver Bubba Wallace’s preparations for the Daytona 500 race.
- Bill Murray & Brian Doyle-Murray’s Extra Innings – which follows everyone’s favourite Bill Murray and his brother Brian Doyle-Murray, visiting Minor League ballparks where they explore small but strong communities dedicated to baseball.
- Fly Guys – which shows talented acrobats and their preparations to perform new stunts.
In the above, it’s easy to spot that Facebook Watch’s sports dedicated shows are not focused on mainstream events like playoffs etc. Instead they show what we used to call ‘behind the scenes’ in the cinema industry – for example, a look behind leagues like the NBA. Each episode of a series is often only 9 to 25 minutes long, just enough for online audiences.
Sports streaming – the future of Watch?
At the moment Facebook is relatively limited by the streaming rights secured by traditional broadcasters. If this doesn’t sound ambitious enough for you – it is still the first year of Facebook’s efforts to create their own TV on-demand service with sports at the fore.
However, Facebook is definitely positioning itself as an important player when it comes to buying streaming rights in the future. They already have lots of experience streaming live sports (deals with NBA, Liga MX, MLS, MLB) and now, with Watch, they have an on-demand platform on which to build for the future.
With such a sports streaming strategy in place, it seems there’s really nothing to stop Facebook from becoming the #1 digital sports streaming platform.
Ok, but I don’t have such resources!
Facebook’s plan to create an on-demand platform that will displace traditional TV in terms of sports streaming is ambitious. There are not many companies that could try this and succeed. But even smaller organisations like sport federations, leagues and associations can learn a few lessons.
Here are some tips for you:
First of all – start producing video. It’s the content of today and tomorrow, pretty affordable and will have a huge impact on your fanbase. No matter if you are producing five events per year or your league organises 200 games each season, video is more effective at creating online engagement than any other content type. Every day without video is your loss!
Next – include live video streaming in your marketing strategy. In the sports industry (and any other live-based industry to be honest) being here and now is everything. But you need to bear in mind that your fans aren’t always able to visit the stadium. If your organisation is international, you need to reach out to your global fans. Fans everywhere will want to see your content!
I bet you have plenty to offer your fans – so now tell your story! Use different content types and play with video. Create viral GIFs, best-play compilations, bloopers etc. Don’t limit yourself to the day of your event only – be active all the time, pump up the atmosphere surrounding important games and get involved in your fan community. See how big sports clubs are keeping their fans excited with creative video content here.
Once you start creating and showing your video content, remember that your audience will be watching it everywhere[2]. Literally! If you want to keep them entertained, make your videos mobile-friendly. Especially if you’re focusing on social media, as it’s consumed largely on mobiles. If you want to know more about mobile suited formats, click here.
With your own video content and a vibrant community built around your events, club, league or organisation you can finally monetise your productions. Involve your business partners and give them and their branding visibility in your videos. You can easily measure views and the reach of videos – extremely helpful data when negotiating advertising deals. You might create your own on-demand video platform or sell video subscriptions to allow fans around the world to see what you have to offer.
Even if you already have a streaming rights contract, there’s still a lot of stuff you can show – such as interviews with players, press conferences, training sessions or locker room insights. With some creative thinking there will be a plethora of things you can show to your audience. Just try to think outside the usual video-content box!
While not everyone has Facebook’s ambitions and resources, it’s important to realise that an effective video and live streaming strategy is possible to execute for organisations of all sizes and from a range of different industries. And, if you’re going to learn, then learn from the best! Meanwhile, why not consider one of our products – Tellyo Pro or Tellyo On Demand. See what suits your needs the best!
A snapshot of internet, social media and sports consumption in Asia
Asia is a fascinating region: a colossal continent with countless cultures and traditions. When it comes to internet and social media use it’s equally diverse – from high penetration in south east Asia to its lowest in central Asia[1]; while elsewhere Thais spend the most time on the web and Filipinos the greatest amount of time on social media.
With the aim of uniting the international sports marketing and media industry with opportunities across Asia, Sportel Asia is taking place between 13-15 March. So, I thought I would look here at some of the biggest trends in Asian social media and sports.
Check for other sports and social media related stories:
- What makes real-time sports videos engaging?
- Local social media to explore – VK in Russia
- A quick guide to understanding esports and gaming fans
China – a growing social media and sports superpower
China alone has 772 million internet users[2]. Yet the country still has millions of people that have yet to access the internet, which means there is huge opportunity for growth.
Unlike many countries across the globe, Facebook is not a social media leader in China. Instead, Chinese people tend to use the microblogging network – Sina Weibo. It’s the most important Chinese social network – a source of everyday information and a platform where Chinese people consume huge amounts of content.
Weibo – home of sports stars
According to Nielsen[5], China’s emergence as a sports superpower is no secret. And, as one of the biggest social networks in China, Sina Weibo is natural place for sports stars to be seen and found – in particular European football stars!
On Weibo, there’s an enormous demand for fresh content and information dedicated to the best football leagues in Europe. The most popular football club in China is Manchester United, with Real Madrid and Bayern Munich coming in second and third place respectively. [6] Man Utd is the most followed sports club on Weibo.
The most popular player is Lionel Messi (duh!), with Cristiano Ronaldo coming in second place. However, third place is pretty unexpected: Anthony Martial of Manchester United, which only highlights the uniqueness of the Chinese market.
To rise and shine in China, one of the biggest internet markets in the world, being present on Sina Weibo is a must, not an option.
Football in Indonesia
The popularity of football clubs in China is a reflection of the huge demand for soccer-based content in Asia in general. Super Soccer TV, the Indonesian online-based television network, focuses on football and has a huge demand for its content. Indonesia itself currently ranks 3rd for social media growth (between 2017-2018 at 23%) with football fans often looking for content online through social channels.
Tellyo works with Super Soccer TV to support the live streaming of matches and the creation of short-form football clips for fans to enjoy across the web and social media. The network’s popular channel – supersoccer.tv – acts as a one-stop shop, which can be accessed online, on the go, whenever people want to find football content.
Cricket in Asia
Let’s change the optics a little bit. Do you know what sport is popular in India, Pakistan, and Hong Kong but also in the United Kingdom, Australia and South Africa, all at the same time? If you thought of cricket – then you’re right!
This sport is massively popular amongst millions of people across the globe and there are many cricket tournaments for fans to enjoy worldwide. At Tellyo, we had the great honour to support one of the most prestigious tournaments – The Hong Kong Sixes – that took place at the end of October 2017.
It was great lesson for us – to work with such an engaged, committed audience and millions of viewers who watched the live games online. The event’s organisers were able to provide live streams to a truly multinational audience, which was spread over dozens of countries and across four continents. Live streaming and social media results during the two days of matches were mind-blowing:
With Hong Kong Sixes’ live streams and video content proving 60x more engaging than photos or text posts, these are sure-fire ways to feed the passion and emotion of fans across the world.
The above examples of social media usage in Asia also give us interesting insights into how you might promote your sport or video content in Asia. You need to approach it holistically:
- Take into account the specifics of each country, keeping in mind its limitations and opportunities, while making use of background internet and social media stats to support your chosen direction.
- Look for the similarities that join people from different backgrounds, so you can reach further than one country, if that’s your chosen goal.
Baffled? If you need a tool that can help you with either providing content to current audiences, or reaching new ones, just let us know. Regardless of your approach, industry and experience – we know how to help.
Super Bowl LII – how the night unfolded via live streams and social videos
On a dramatic night and on one of sport’s biggest stages, the Philadelphia Eagles were crowned Super Bowl LII champions. Social media reverberated to #FlyEaglesFly!
Here’s your 1-minute recap
Thanks to NBC the live stream was widely accessible online for free in the US, and in Europe thanks to the BBC and other media outlets like ProSieben in Germany. Cord cutters got the same content as TV subscribers (wow!), with lots of OTT’s showing the action – YouTube TV, DIRECTV NOW, Sling TV, Hulu with Live TV, PlayStation Vue, FuboTV, and CenturyLink Stream.
The Eagle’s social media team live clipped content, added graphics and shared social videos, just as you can with Tellyo as action happens…
From epic slow motions (this feature is available in Tellyo as well!):
Your #SBLII MVP, @NFoles_9!#FlyEaglesFly pic.twitter.com/7Fichns0vQ
— Philadelphia Eagles (@Eagles) February 5, 2018
The night was good also for the NFL – over the weekend they gained 100k fans on Facebook. Video was the most engaging content during the two days of Super Bowl madness, with the NFL Facebook page receiving over 1.2 million interactions, including shares.
While the NFL’s Sideline Cam provided a different angle, getting online fans touchline to experience magic moments:
Classic Gronk. 😳#SBLII #NotDone https://t.co/ofE1saOSwy
— NFL (@NFL) February 5, 2018
To capture end-of-game celebrations, the NFL were on Twitter with its technology partner @SamsungMobileUS, filming on a Samsung Galaxy Note8. You can give similar social mentions to your partners directly from Tellyo.
The @Eagles came in as underdogs and left US Bank Stadium as top dogs after beating the reigning champs in #SBLII! ? (via @thecheckdown)
?: @SamsungMobileUS Galaxy Note8 pic.twitter.com/DRkOdPdzNq
— NFL (@NFL) February 5, 2018
Post-match the NFL rounded up the evening with a highlights compilation, like ones you can produce in Tellyo. It achieved almost 6 million views in the first 30 hours (a number sure to grow).
In the end, everyone was celebrating in the City of Brotherly Love!
even the police are celebrating in philadelphia #flyeaglesfly #superbowl pic.twitter.com/em3uYsSbtU
— Batavia’s Best (@bataviasbest) February 5, 2018
What’s in store for social video in 2018
With 2018 well underway, I took the time to ask a few of my colleagues and Tellyo customers what they feel is in store for social video this year.
Here are their thoughts and predictions:
“2018 will see a direct-to-audience offering become the norm, in which social is fully accepted as a mainstream video channel to reach and engage audiences. For top-tier sports or major broadcasters, such an offering will complement and extend the reach of existing content, engaging younger demographics effectively and providing further touch points for fans and viewers. In the case of niche sports, this will be the year to choose a direct offering as a primary channel, with a comprehensive content schedule around all events and key moments.
There’s no doubt that technology has changed what is possible, even if you have more limited resources. What we’ll see across the board is better video production and content, more experimentation and innovation, and a richer experience for audiences when content is shared directly with them. Those organisations that succeed will achieve constant exposure and greater engagement, with this having a positive effect on revenue.”
“To succeed online in 2018, it will be important for sports clubs, leagues and federations to continually evolve with the social video production technology they use and the platforms they choose to partner with.
For federations like ours, the year ahead is further opportunity to ‘do it yourself’ – to push forward with the production and distribution tools that provide us with the autonomy to create highly engaging content. It’s this content that positively impacts how fans experience our tournaments and brand globally, be it via a live stream or a social media video clip.”
“2018 will be the year in which broadcasters and producers push for more from the technology available to them. This is being driven by viewers’ expectations of the technology and their desire to experience truly high-quality digital streams.
While live streaming will only grow in popularity, 2018 will also see it evolve. With all the major platforms now offering users the chance to live stream, producers and broadcasters will adapt in the coming year to prevent audiences from tuning out as the ‘live’ novelty wears off. We’ll see a more holistic approach to social broadcasts take shape, with social media, video clips and multi-device considerations increasingly playing a role.”
“While more and more people consume video content through social media and smartphones, this is both an opportunity for marketers but also a challenge to grapple with in 2018. Over the coming year, this challenge will need to be taken head on, particularly as engagement with video will increase in tandem with consumption.
As a result, there will be a spike in demand for solutions that can deliver video content to different platforms simultaneously. Marketers will want confidence in the way they can manage multiple video formats across platforms, eyeing the frictionless engagement that this will bring. Essentially 2018 will be the year in which marketers get complete control of how video is presented for mobiles and social media platforms with suitable APIs.”
“2018 will see us make much more of social media-friendly short clips of our skaters, mountain bikers, BMXers and wakeboarders. This sort of content sits well with the ephemeral content that our younger audience loves nowadays – such as the short-lived social video clips that you see on social media platforms.
During our 2018 World Series, we’ll also continue to mix clips with live streams. This way we can recreate the live experience of our events online, amplifying the excitement and buzz at each event, and so reaching and engaging with more people across social media.”
Have we missed anything? Feel free to tweet your thoughts and predictions to us @TellyoTV
The future of sports fans: what should you expect?
What does the future look like for the sports industry and sports broadcasters? Who will be watching sports in the future, and how? An interesting report – The future of sports fans – by Performance Communications and Canvas8 provides a glimpse into what we can all expect.
On reading the report, one thing is for sure, if you don’t like change then you’re in for a white-knuckle ride. Here, I’m going to look at some of the report’s key points and stats, so fasten your seatbelt and prepare for a thrilling trip to the near future.
Huge changes are happening
The report makes it clear that we are on the edge of huge changes. In relation to sports fans – their habits, needs and the technologies they use are changing. To meet these new demands, the sports industry, content producers and broadcasters will need to shift current policies and practices, and be open to new ideas and ways of doing things.
Content is consumed everywhere… literally!
Timing in sports is so much more important than with any other TV produced content. You can watch your favourite movie every single year, or wait for the full season of your favourite series to watch in a row, but you can’t miss a game of your club.
You may find it interesting as well: 5 sports clubs keeping fans excited with creative video content.
The driver for much of this is the emotion that people attach to sports. Passion is high when there is only one game per week, with such intense emotions rising and falling for a couple of hours before and after. If it’s not a Champions League final or the Super Bowl, emotions will fade pretty quickly afterwards.
Almost all sport related content is transmitted live as events happen, with only 7% time shifted (for other TV produced content one third is not live). This is why sports fans are so eager to use mobile devices to watch sports – they’re not forced to sit at home or in the pub to see and follow live events any more. Instead, they’re using smartphones and tablets to follow live results, catch replays or actual games thanks to mobile-friendly sports services. For example, the American leader in the TV-sports industry – ESPN – often has two-thirds of its audience visiting ESPN services via a mobile only.
For 73% of fans it’s important to be able to access sports whenever and from wherever they want, as the below graphic shows:
Well, whoever is without sin, cast the first stone!
[bctt tweet=”75% of people taking part in the research have watched a replay on their phone at a live venue!” username=”TellyoTV”]
Pro tip for broadcasters: Let the audience consume your content in the manner they choose and at the most convenient time for them.
Pre and after game content is crucial
Live sports broadcasts are ephemeral – they come and go at specific times. However, sports audiences are very keen to watch content before an event and after it. The day before a game or event, fan consumption of sport related videos increases by 75%, as the audience seeks information about their team and the game itself.
This represents a great opportunity for rights holders and broadcasters alike – to improve your social media presence and reach many more fans with timely content.
Pro tip for broadcasters: Plan events very carefully – don’t forget to produce some pre-event warm-up videos and post-event summaries.
The audience is tech savvy
The quality and attractiveness of content is extremely important for viewers. They want to see different types of content, including live streams, short clips, compilations, highlights etc. However, all the content you offer has to be high quality. For example, 50% of fans say that interactive slow-motion replays would improve the fan experience, and 3 in 5 want to have the ability to choose different camera angles.
While those technologies are yet to come, these responses provide more evidence that sports audiences are both tech savvy and demanding when it comes to technology’s capabilities. Also, they want to influence the way they consume videos now and in the future.
Pro tip for broadcasters: Not every breakthrough technology is going to became standard – do you remember Google Glasses? But the pace of technological changes rapid and you should always keep an eye on interesting trends. Your audience is hungry for them!
Make piracy useless
Web piracy is a huge problem for many industries, including web streaming and broadcasting businesses.
In 2015, the fight between boxing superstars Floyd Mayweather Jr. and Manny Pacquiao was streamed to about 10,000 users via Periscope, for free.
Piracy can be as simple as pointing your smartphone at a TV screen and hitting ‘go live’. And there will be thousands of people happy to watch for free, despite the poor quality and obvious piracy.
Is there a clever way to stop such piracy? While the law is on the side of rights holders, there is no silver bullet to prevent piracy. However, there are dependable things that broadcasters can do to minimise losses.
The most obvious would be to provide an attractive and affordable offer to potential viewers. Whether subscription based or pay per view, if your service is easy to access and affordable there’s a great chance that a potential pirate will choose a high-quality and convenient but paid solution. But only if that viewer is able to see the content in the way they want!
Pro tip for broadcasters: The best way to get rid of piracy is to make it obsolete. While there are regions in the world where you can’t compete with piracy, it’s important to keep your offer attractive and customised.
Keep your eyes open
Soccer, American football, basketball and cricket might be the most popular sports, but many broadcasters might be missing something that statisticians and marketers are calling ‘long tail’.
What is long tail? In relation to sports it means that there might be a number of less popular sports that when combined have a similar or perhaps an even bigger value than mainstream sports. While it would be extremely difficult to doubt the popularity of the world’s leading sports, it is worth checking what’s going on in esports, women’s soccer leagues or newer sports that are gaining popularity. It looks like the underdogs will have their day, eventually.
This is what sports fans are thinking in terms of mainstream and less popular sports:
What seems pretty logical is that the home for non-mainstream sports is often on digital media platforms:
Pro tip for broadcasters: Football, soccer and basketball are leaders, while there are hundreds of ‘long tail’ sports with engaged audiences often following online and via social media. Combining these sports together could bring interesting results.
Change is the only constant
While there is not a universal strategy for sports broadcasters who are entering the social media and online world, one thing is for sure… Being immune to the changes that are occurring now is the best recipe for disaster. If you want to succeed, stay open minded and be ready for change.
You can download the report here.
A quick guide to understanding esports and gaming fans
Some weeks ago, I presented hard evidence to prove that esports are very promising for broadcasters, especially due to audience growth and the monetisation opportunities available.
Now, it’s time to check who watches digital esports and how they do so to better understand the habits of this group.
A stereotype-busting range of ages
While gaming may sometimes be viewed as a novelty, it has been present in popular culture since way back in the early 70s – back when Pong was released by Atari. Since then, thanks to the rapid development of technology, games are a popular pastime for many people across the globe. And not necessarily just young people.
This is how it looks in the US, regardless of gender:
In the above, the 26% of 50+ gamers may remember playing the original Pong, released in pre-internet times and when Richard Nixon was in the Oval office! With almost one-third of players under 18, it looks as though games continue to have a presence throughout someone’s whole life. Most likely, today’s under-18 gamers played their first games on a smartphone or other mobile device however!
Elsewhere, other research has shown that the average gamer is 35 years old – with female players at 37 years old and male ones at 33[2]. These stats alone are enough to make you rethink this audience.
Females play too!
While the common stereotype of a gamer often refers to them as male teenagers or young men, the reality is a bit more complex. Women have a strong presence in gaming communities – 41% of US video game fans are women. This is compared to 59% men across all ages:
Gaming devices are widespread
In the US, 67% of households own a device that is used to play video games – either a PC, smartphone, wireless device, game console, handheld system or virtual reality device. In 65% of these US households there’s at least one person who plays three or more hours of video games a week. [4]
What’s worth a mention here is that gaming devices are very often ‘watching’ devices at the same time. PCs, laptops, smartphones and tablets are multipurpose and very often used as second screens.
To game, or just watch?
There are a lot of similarities between fans of traditional sports and esports. Like this one – that they will often prefer to watch events than actually play the sport (or esport) themselves. According to research by Newzoo, which focused on three of the most popular esports franchises – League of Legends (LoL), Counter-Strike: Global Offensive (CS:GO) and Dota 2 – [bctt tweet=”42% of esports viewers do not play the games they watch.” username=”TellyoTV”]
There are further similarities, with 70% of esports fans surveyed by Newzoo watching only content dedicated to one of the three games mentioned above.
So, how many sports are you following or how many teams do you actively support?
Esports fans aren’t very lavish… yet
The average spend by esports fans on their hobby is $3.64. Another $0.33 should be added as revenue from merchandise, event tickets and subscriptions. All in all, that’s not a great deal of spend, especially bearing in mind the huge prizes available at esports tournaments.
But this rapidly growing market isn’t saturated like traditional sports. For comparison – the average global revenue for a basketball fan is $15 per year, while $54 for all sports.
So, what’s behind such a big difference between esports and traditional sports?
- Esports are popular, but we’re unable to compare their popularity to traditional sports just yet.
- Traditional basketball, football or hockey leagues, for example, are often very well organised. They will have lots of sports events throughout the year and most countries will have their own leagues and cups etc.
- Merchandising in traditional sports is huge, bringing enormous profits to teams, sponsors and partners.
- Youth training systems are often in place for well-established sports – for example, football academies offer more structure for young players.
- Traditional sports get more publicity – their most popular players are pop-culture stars and recognisable around the world.
- Years of tradition – something esports naturally lack for now.
Revenues look to be rising
Average esports revenue per fan is growing and is optimistically forecasted to hit 3 billion dollars globally in 2020. This would count for $11 revenue per fan – which is quite an amount![5]
What’s fuelling such optimistic forecasts regarding future revenues from esports? Let the numbers speak:
- 43% of esports fans in US are earning $75 000 or more annually.
- 31% of esports fans in US have an annual income reaching $90, 000 or more.
According to the same survey, 57% of esports enthusiasts are over 25 years old and live with their children. Can we assume that someday they will pass their passion to younger generations? Well, we can’t foresee this for sure, but it seems pretty plausible[6].
A growing audience
Esports are gaining in popularity very quickly. Some predictions suggest that in 2020 there will be 286 million hard-core, esports enthusiasts and more than 300 million occasional viewers globally. Combining these two figures gives you some idea just how big esports might be in the coming years.
Interesting prospects
Beyond any doubt, esports fans and gamers are interesting prospects now and into the future. They represent a massive audience that brands, broadcasters and rights holders can tap into.
As an audience, esports fans and gamers are:
- Demographically diverse, with some surprising audience segments.
- Like traditional sports fans in the way they are often loyal to only a few favourite titles.
- Rising in numbers, with audience growth continually expanding.
- Limited in ways they can show their support and love for esports with their wallets, besides watching streams and buying and playing games.
As a new type of entertainment, esports are still in a nascent stage – and the world of traditional sports can look saturated in comparison. Esports’ popularity is rapidly growing and there’s still time to jump on the bandwagon before it moves too fast like the flick of a gamer’s thumb.
[1], [2], [3], [4] Source 1,2,3,4
[5] 2017 Global esports market report, Newzoo
