A Changing Landscape: The Rise of OTT

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In the last decade, the way fans watch, download and engage with sports content has seen a marked shift. As of 2019, nearly 765 million people worldwide use a subscription OTT video service at least once per month.¹

OTT, or over-the-top media services, is a subscription-based video on demand service that bypasses traditional distributors of content (cable, broadcast and satellite TV platforms), enabling consumers to view live and recorded content – anytime, anywhere, on any device.

The global subscription OTT market is expected to grow 24% by the end of 2019, due to increasing internet penetration, faster speeds and a broader shift towards online entertainment.²

By 2022, 1 in 5 people will no longer watch traditional pay TV.³ This behavioural change makes sense, given the success of streaming platforms like Netflix, Amazon Prime and Hulu.

With soaring popularity, the global video streaming market is set to be worth over $129 billion by 2023.⁴

While these changes have swept the wider market, nowhere is this more apparent than in the sports industry.

In the next three to five years, worldwide revenues from sports digital media rights will grow by 11%, faster than any other business area. By contrast, traditional TV rights will see the slowest growth at 3.2%.⁵

To capitalise, sports broadcasters and rights holders need to understand the general sports consumer and their target audience. Equally important, it’s crucial to serve the right message, to the right audience, at the right time.

At WePlay, we’re a new kind of sports marketing agency, combining a blend of data and analysis, strategy and consultancy, creative production, and media planning and buying to engage global sports audiences and convert them into paying subscribers.

With a team of in-house digital marketing professionals who specialise in direct-to-consumer marketing, we have become the go-to-agency for brands like UFC Arabia, ESPN, Premier Sports, Eleven Sports and EuroLeague Basketball to deliver highly effective digital marketing campaigns that drive subscriptions and new revenue streams from their OTT products.

If you want to equip yourself with the tools, tactics and techniques needed to increase awareness of your OTT product and service, acquire new customers and boost retention, download our Playbook ‘How To Win On OTT: Strategies For OTT Sports Broadcasters To Drive Revenue & Results’ here.

¹ ² ³ eMarketer 2018 | New Worldwide OTT Video Service Figures

⁴ Digital TV Research 2019 | Global OTT Revenues To Climb To $129 Billion

⁵ eMarketer 2019 | Sports OTT Landscape

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