BUILDING GLOBAL SPORTS BRANDS IN A DIGITAL WORLD - CONNECTING WITH MOBILE/SOCIAL AUDIENCES THROUGH NATIVE VIDEO - Grabyo
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BUILDING GLOBAL SPORTS BRANDS IN A DIGITAL WORLD CONNECTING WITH MOBILE/SOCIAL AUDIENCES THROUGH NATIVE VIDEO
“We’re clearly at the very beginning of mobile video sharing,”
Dick Costolo, ex-CEO at Twitter
“The fact that we have this much consumer video on Facebook means we have
an opportunity to grow our ad business and that’s exciting for marketers,”
Sheryl Sandberg, COO at Facebook
“Video, along with mobile, social, and native, is driving a surge in digital
advertising.”
Marissa Meyer, CEO at Yahoo
“If it’s starting to feel like every visit you make to Facebook these days is full of
videos, you are not alone.”
TechCrunch
“We’re focused on three top priorities: mobile, mobile and mobile!”
Susan Wojcicki, CEO YouTube
INTRODUCTION risen at inlation-busting levels to reach new highs in
multiple markets. The recent ESPN, Turner deal with the
There are more than two billion smartphone users National Basketball Association (NBA) was worth $24bn
worldwide and 4G networks will cover more than a third over 10 years, which is 2.8 times higher than the previous
of the global population by the end of 2015. Thanks to deal based on the average annual combined payments.
these advances in mobile computing and with the leading Meanwhile the Sky Sports and BT Sport deal with the
social networks now ofering native video formats, 2015 English Premier League (EPL) in March 2015 was worth
is the year that mobile video is mainstream. As the sports £5.1bn over 3 years, a 70% increase on the previous cycle.
industry contends with increasing competition for audience,
accelerating globalisation, digitisation of fan bases and English £3bn
demand for revenue diversiication, social video presents Premier League
signiicant opportunity. This report will examine why major (Sky Sports + BT Sport)
+70% £5.1bn Previous cycle
sports rights holders, such as the National Football League
New deal
(NFL), Wimbledon and LaLiga, are bringing real-time video
content onto social platforms. It will also examine the
opportunities that exist for rights holders looking to build
$8.6bn
their global brands, activate new audiences and grow
NBA
revenues. +280%
(ESPN + Turner) $24bn
THE WORLD IN 2020 - 80% OF ADULTS OWN A SMARTPHONE Source: FT.com, bbc.co.uk
8 Growth to 2020
7 The new broadcast deal for the EPL is good for clubs and
2014
6 teams – the ‘bottom club’ in the Premier League in the
5 2016/17 season could take revenue equivalent to a top 10
4 team from the previous year; yet club’s are sufering from
3 their own inlation concerns in the form of transfer prices
2 and player wages. The proitability challenge for European
1 clubs is compounded by the new UEFA regulations for
Financial Fair Play (FFP), which state that clubs competing
Consumer PCs Smart Online Mobile Literate TV Adults Population in the region must operate within a ixed boundary of
PCs phones pops adults audience its annual revenue and operating proit. In order to
maintain their power in the transfer market, clubs must
either balance the books by buying and selling players in
ANOTHER BILLION PEOPLE ONLINE - ALL DUE TO SMARTPHONES
tandem (to ensure that income from player sales ofsets
the cost of new acquisitions), bring an increasing number
4
of players through from their youth academies that can
Smartphones be sold on to other clubs at a proit as they mature,
3
People online
expand their commercial operations and grow alternative
2 revenue streams. The size of Premier League grounds are
increasing, ticket prices are rising and merchandise sales
1 and sponsorships are ever more important to clubs in this
regard.
1995 2000 2014 2020
Source: World Bank, GSMA, a16z, ITU REVENUE DIVERSIFICATION: THE NEXT BILLION
FANS
THE BUSINESS OF SPORT IN THE 21ST CENTURY Whilst there has been evidence to suggest that the top
football clubs in Europe are looking to operate a more
The value of sport in the twenty-irst century media and balanced transfer system (value of players in = value of
broadcast markets is unquestioned: broadcasters, pay- players out), the option to diversify revenue streams and
TV companies, mobile operators, broadband service expand income is attractive. Options available include:
providers, technology businesses, publishers and media
companies all want to own, distribute and monetize
sports content. Sport dominates live “event” television, • Activation and engagement of a global fan base to
where consumers (‘passionate fans’) have demonstrated drive merchandise sales and sponsorship deals
that they will pay for content. Despite concerns regarding • Direct to consumer content and service propositions
cord- cutting, time-shifted viewing and the rise of digital that supplement revenues from existing TV and
and mobile platforms for sports consumption, recent broadcast deals
TV deals for premium sport have bucked the trend and
3
• Expansion of the range and scope of deals with talent years. The challenge of latlining growth is exacerbated
to maximize the increasing commercial power of the by demographic trends for primary rights owners: the
players (and their sizeable fan base) NBA, NFL, Major League Baseball (MLB), National Hockey
League (NHL), EPL and LaLiga all operate in markets where
• Provision of new sponsorship and advertising assets – demographic expansion is slowing - a stark contract to the
driven by digital propositions (global, regional, local) massive and rapidly expanding consumer populations in
Asia, Central and Southern America and Africa.
• Greater exploitation of customer (fan base) data to
maximise the value and eicacy of traditional revenue
The scale of the opportunity in emerging markets is a
streams (e.g. ticketing, hospitality, merchandise).
combination of the volume of the potential audience (more
than 2bn consumers in China and India alone) and the
Building a global fan base and extending acceleration of the ‘emerging middle class’ who are the
the reach and value of sports beyond key targets for globalizing sports: these consumers are
the strongest domestic markets is a key wealthier, have an interest in western culture and sports,
commercial objective for the leading sports are more likely to own a smartphone and are active on
leagues and federations. digital and social platforms. These are the next ‘billon(+)
consumers’ and the race is on to turn them into passionate
fans of premium sports. The EPL has an advantage as
football (soccer) has been broadcast extensively in these
The inancial results of the top football (soccer) clubs
markets for many years and football is a highly popular
in Europe this year illustrates that the impact of rising
sport – in South East Asia, Latin America and Africa.
broadcast income, combined with a focus on revenue
Nevertheless, the major US leagues (NFL, NBA, MLB, NHL)
diversiication, is beginning to pay dividends. The
are increasingly focused on these territories adding to the
English Premier League (EPL) consolidated its position as
competition for audience, fan engagement and revenue.
the world’s most powerful football league in 2013-14 as
the 20 EPL clubs generated record income of £3.26bn,
outstripping second place Bundesliga in Germany by more DIGITAL AND SOCIAL USER GROWTH: ASIA-PAC (2014-15)
than £1bn.
Total population
In the irst year of the Premier League’s 2013-16 television
3.85bn
deals, which total £5.5bn, a review of football inance by
Deloitte highlighted that TV income alone was €171m +3.7% 4bn
(£126m) more than the entire income of Spain’s LaLiga
clubs, €405m more than the total earnings of Italy’s Serie A Active internet usetts
clubs and €606m more than the income of France’s Ligue
1 clubs. Indeed, these commercial opportunities are not 1.26bn
limited to sports clubs and teams. +14.3% 1.44bn
MAJOR EUROPEAN LEAGUES: BROADCAST REVENUES Social media users
980m
+12.2% 1.1bn
€7.57bn
€7.39bn
Mobile connections
3.4bn
+11.2% 3.7bn
Mobile social users
€7.16bn
LaLiga Clubs income
Ligue 1 Clubs income
795m
Serie A Clubs income
2014 2015
EPL TV income
+11.2% 906m
€6.96bn
Source: Wikipedia, InternerLiveStats, InternetWorldStats,
Government data: Facebook, Tencent, Vkontakte,
LiveInternet; GSMA Intelligence
The globalization of sports is not just an emerging market
Indeed, these commercial opportunities are not limited to
story: US sports franchises are looking to Europe to build
sports clubs and teams. Broadcast TV deals have remained
a new audience – such as the recent NFL games held in
strong in domestic markets for most leading sports, but
London and NBA games taking place across Europe for
the scale of the overall fan base and TV viewing audience
example - and the EPL and LaLiga are looking back to the
in these markets has not changed markedly in recent
4
growth opportunity in North America driven by the growing DIRECT TO CONSUMER: OVER-THE-TOP (OTT)
interest in soccer highlighted by the nationwide success of
FIFA World Cup 2014. Global sports federations such as the MLB and NFL, as
well as many of the leading clubs and teams, use digital
Whilst the leagues are scheduling friendlies and a number platforms as an opportunity to engage with a global
of regular season games in overseas markets, it is much audience and provide direct-to-consumer content/ services
easier for clubs and federations to engage a global fan across multiple platforms. Examples include NFL Mobile
base using digital and social platforms. The scale of the and NFL Now, NBA League Pass, MLB Game Pass, NHL
social fan base for some of the top football clubs in Europe Gamecenter, MUTV, Liverpool FC Go and Real Madrid TV.
relects this already; a combined audience of hundreds of
millions of users. The scope of the holistic digital fan base is The irst wave of direct to consumer video services
immense: Manchester United claim that they have >500m launched by the major European football clubs were TV
fans worldwide and FC Barcelona claim to have engaged channels delivered via pay-TV satellite and cable operators
with >300m fans across digital platforms. Connecting a (e.g. MUTV and ChelseaTV made available to satellite
global audience presents opportunities for clubs and subscribers for an additional monthly fee). However, clubs
leagues to sell content, merchandise and other services to require carriage agreements with broadcasters in each
this rapidly growing fan base around the globe. target country to scale these services internationally and
as such OTT services can be more attractive; they can be
delivered to fans anywhere in the world via the internet and
THE GLOBAL FAN BASE: FC BARCELONA FACEBOOK
connected devices; and they enable a direct relationship
FANS BY COUNTRY (MAR 2015) between the club and its fans.
The success of the internet-based OTT services for clubs
and teams has been mixed to date. A number of EPL
%
% clubs still ofer this as a paid-subscription service (such
%
%
as Manchester United, Chelsea and Liverpool) but other
leading clubs such as Arsenal have made the service free to
% fans that register their email details:
%
Millions of fans
% • The ‘bar’ for paid-subscription services is getting higher
% all the time – most club subscriptions are at the same
%
price point as Netlix (which ofers consumers original
%
content and thousands of movies and TV shows – not
just news, highlights and limited access to live games)
Source: SocialBakers
• A subscription service is ‘always-on’ and requires
exclusive, high-value content to be delivered in to
the channel 365 days per year. The availability of
these services on larger-screen devices (e.g. via Apple
TV, Roku, Xbox, Playstation, Chromecast etc.) also
puts more pressure on the clubs to spend more on
production – cutting into margins and production
lexibility
• YouTube has built a strong relationship with many
of the clubs, encouraging them to engage with their
global fan base via their YouTube channel – all of these
services are ofered free to consumers with advertising
sold by YouTube and shared with the clubs
The other factor inluencing the OTT strategy for clubs
and teams is the growing importance of social platforms
Despite the recent expansion in the value as destinations for video content discovery, consumption
of commercial broadcast and TV rights for and sharing. Subscription and pay-per-view (PPV) video
the major leagues, there is growing concern propositions are not available as native experiences on
that these revenues will peak as TV viewing social media given the open and viral nature of these
plateaus and consumption accelerates on platforms. The growth of Facebook video has been
other digital and connected platforms - with particularly important, giving teams the opportunity to
mobile at the heart of this growth. share short-form videos with millions of fans across the
globe using Facebook as the distribution channel. The
5
curation and discovery role that Facebook plays in the video Facebook video was reinvented by the ice bucket challenge
ecosystem is key as the data that Facebook carries on users – a global video event played out on the social web.
makes it easy to identify fans of a speciic sport or team and Twitter now have over 130 media partners for its premium
surface relevant content within their feeds.Moreover, video sponsored video programme (Twitter Amplify) and recently
shared using the native video player on the social platform rolled out native video within its app to make a play to use
performs 20-30x better than videos hosted on a club’s own video as the driver of premium content and advertising on
website (or YouTube channel). its platform. Snapchat has launched generated content
and videos ads within its Snapchat Discover feature that
THE RISE OF SOCIAL VIDEO showcases content from media partners such as Vice and
MTV as well as video curated from users within its Live
Stories section.
8.4bn
4bn
4bn
4bn
25% 50-65%
User generated UGC / Premium
2012 2015
Source: YouTube Statistics / Reuters (2013) , Facebook Insights
(2014), Grabyo platform metrics
THE GROWTH OF MOBILE (AND SOCIAL)
AUDIENCES
Nearly half of the world’s adult population now owns a
smartphone; by 2020, it will be 80%. Mobile app usage
dominates digital media consumption and Facebook is the
most popular app of all. With the shift to mobile continuing
apace, social mobile apps such as Facebook, Twitter and Meanwhile, YouTube has evolved to become both a
Snapchat will play an increasingly important role in the platform and rights owner and is nurturing a stable of
media industry. new ‘YouTube stars’ whose subscriber numbers dwarf the
population of many countries. With a mission to maximize
As social platforms have evolved, a common theme has their ad revenues, the vastly superior ad rates for premium
emerged: from text and links to photos and now videos. video formats are irresistible.
Facebook counts over 1.4bn users, 844m of
which access the platform using their mobile
everyday with 50% of users watching at least
“Five years ago Facebook was all one video daily
about text, today it’s all about
images, in ive years it will be
about video.”
Facebook’s scale means the social media audience for
(Mark Zuckerberg, Facebook - Feb 2015)
broadcasters and rights holders has received a signiicant
and timely boost, it counts over 1.4bn users, 844m of which
access the platform using their mobile everyday. Twitter
now has over 300m monthly active users, Snapchat has
6
more than 100m and YouTube has over a billion users
logging in each month and half of these are mobile. Native video has always been the most
successful way to deliver a great video
These vast numbers exclude the hundreds of millions experience, particularly for short-form, and
of users that access video via other social platforms and especially on mobile.
messaging apps including WhatsApp, Line, WeChat, Tango,
Instagram, Vine, Tumblr, Tencent, Sina Weibo and more.
ACTIVE USERS BY SOCIAL PLATFORM - GLOBAL 2015
SOCIAL VIDEO CONSUMPTION (FACEBOOK): NATIVE VS.
NON-NATIVE PLAYER
Facebook 1.366
QQ 829 5.000
Qzone 629
AVERAGE VIEWS/HOUR
Whatsapp 600 3.750 Facebook native player
Facebook Messenger 500 3rd party video player
WeChat 468
2.500
Google+ 343
Skype 300
1.250
Instagram 300
Twitter 284
0
TUMBLR 230 10 20 30 40
Viber 209 Source: Grabyo Q1 2015
Baidu Tieba 230
Line 170 YouTube was the irst platform to build a native experience
Sina Weibo 157 and then consolidate within applications owned and
managed by Google; the move away from an integrated
Vkontakte 100 experience within iOS for example driven by the desire to
Snapchat control the UX and advertising experience on mobile. One
100
of the deining aspects of the YouTube video ecosystem
is that although it’s relatively simple for content owners to
Messenger / Chat APP / VOIP publish content to YouTube and embed a YouTube video
Social Network in their website or apps, the video experience presented
to the user is a ‘YouTube’ experience and not a white label
service. When a clip ends viewers are recommended other
Source: We are social analysis of Facebook data, Q1 2015; latest
company statements, correct as 17 Jan 2015
videos to watch from YouTube, or encouraged to subscribe
to a YouTube channel, thus reinforcing the need for
content owners to publish more content to the YouTube
NATIVE VIDEO AND SOCIAL DISCOVERY platform.
For social platforms competing to dominate video Facebook and Twitter extend this concept by providing
consumption, user experience matters. Every click away a social video discovery service as part of their native
from an app, timeline or newsfeed can mean thousands, video proposition. Facebook knows a lot about its users,
if not millions, of lost views. This is why Twitter, Facebook from opt-in engagement data such as ‘likes, comments
and other platforms have spent so much time and money and shares’ in addition to how they spend their time
building their own native digital propositions for their users. and attention within the newsfeed. The picture of user
If you provide the best video solution ‘on platform’ you are behaviour is further enhanced by data coming from
likely to attract the best content (and advertising partners); millions of mobile apps that use Facebook Open Graph for
but more importantly, you create the best experience, authentication and login. As such Facebook can use this
which in turn leads to higher engagement. Facebook data to present videos to its users that are both relevant
launched its own (native) video player to ensure that a and in context - which means users are much more likely
Facebook video experience is ‘the best video experience’ on to watch them. Thanks to Facebook’s algorithm and the
Facebook. Facebook’s rapid growth to more than 4bn video reinforcing behaviour of the viral content loop, the most
views a day in a little over 12 months shows how efective popular content also remains in the user’s newsfeed even
this strategy has been. as new content is shared.
7
In July earlier this year Facebook announced that it would Twitter is now working on its own feature “Project Lightning”
be introducing a new pilot feature called ‘Suggested Videos’, to enhance video discovery and bring users the most
an alternative News Feed dedicated to videos, in order to relevant content, rather than simply the latest tweets.
explore engagement and potential video monetisaiton on Examples of this trend include video recommendations and
the platform. Once a user has watched a video from their “whilst you were away” lists of relevant content which are
newsfeed, a list of algorithmically created ‘high quality’ already live within the Twitter mobile apps.
video suggestions appear from media partners such as Fox
Sports and the NBA, interspersed with regular content. This A recent study by BuzzFeed highlights the importance
new functionality will likely lead to increased engagement of using the social platforms as channels rather than
levels by presenting relevant, premium videos to users and mechanisms to drive traic to rights holder’s owned and
the advertising experience is similar to traditional television operated digital platforms. Whilst the volume of traic
with video adverts added as interstitials between clips. sourced from social networks is impressive – Facebook
Facebook has already closed its irst deals with the likes alone drove 350m visits to BuzzFeed in 2014 – this traic is
of NBA, Hearst, Fox Sports and Funny or Die for this pilot dwarfed by the volume of engagement generated by native
programme with the business model based on publishing consumption on the social platforms themselves.
partners taking a share of 55% of revenue generated by
the video ads sold by Facebook that appear alongside their
content.
349M 11.3B
12.5M 847M
60M 6.4B
REFERRALS TO BUZZFEED IMPRESSIONS IN THE STREAM
Source: Buzzfeed 2015
AUTOPLAY: SOCIAL VIDEO’S SECRET WEAPON
Building on Facebook’s understanding of user behaviour
and interests, the platform has delivered a simple, yet
highly efective user experience for getting customers
to watch more video – autoplay. This is the single most
important feature in the recent history of online (and
especially mobile) video. This is not a new trick. For
years we have turned on our TV in “autoplay mode” and
understood this to be the standard experience for watching
video. In many ways it is surprising that it took so long to
reach the digital ecosystem. The data shows that it works.
Source: Facebook 2015
The success of autoplay on Facebook prompted Twitter to
launch its own autoplay variant as part of the native Twitter
Using their growing knowledge of user data to surface video experience for users on Twitter.com and mobile
relevant content and advertisements in the suggested apps. No such plans have been announced by YouTube,
videos feed, Facebook can deliver mutual beneits for both but it would seem likely that the platform may test this
the viewer and content owners. This new model may turn feature at some point in the future, particularly for mobile
out to be a major source of revenue growth for Facebook users or in combination with its Google search driven
within the next year, considering the rapid growth of video experiences (OneBox and Google Now).
consumption on the Facebook platform.
THE VALUE FOR RIGHTS HOLDERS
Social is now a destination for content, not
just a communications and discovery tool. The NFL was among the early partners for Twitter Amplify,
the social network’s lagship initiative to bring sponsored
video content from media companies and rights holders
8
onto its platform. As a result, the NFL enjoyed digital
engagement at a scale typically unavailable outside of Rights holders are also building scalable
television and has generated signiicant revenue from audiences on social platforms that are
brand partners. In December 2014, the NFL partnered with always-on and span multiple geographies and
Facebook to deliver real-time video content from live games demographic groups worldwide.
through the Championship play-ofs and the Superbowl
with the clips sponsored by Verizon and Salesforce and
viewable to all of Facebook’s users in the U.S.A.
Chelsea FC has 40m fans on Facebook, this is nearly 1000x
The digital video rights owned by the NFL are understood more people than could it into its Stamford Bridge stadium
to be some of the most valuable sports rights in the world for an average game (and probably higher than the total
- so why are major rights holders like the NFL sharing number of football fans in the UK). FC Barcelona has 98m
content for ‘free’ on social platforms? fans across Facebook and Twitter, Real Madrid has 87m
fans, Manchester United has 70m...the list goes on. Sharing
Rights holders have been evaluating social platforms as video content with these audiences generates signiicant
video publishing destinations in response to key trends reach and consumption; both with the initial spike in real-
in user behaviour and media attention. Firstly, millions time engagement and the proliferation of viral sharing
of consumers visit social platforms such as Facebook up throughout the following 24-48hrs as users from diferent
to 15x per day - no publisher or rights holder is likely to parts of the globe discover, view and share the clips with
command this level of engagement for its own website or friends. This process is enhanced by Facebook’s discovery
mobile apps. Secondly, the viral nature of social platforms and curation (EdgeRank) algorithms, which recognise this
means that when social media users discover a great spike in content engagement and surface clips to a relevant
piece of content, it is distributed far more quickly and user community.
broadly than a publisher could achieve through traditional
channels. Video is also becoming an increasingly important The Facebook pilot deal with the NFL and Verizon, the
part of the social ecosystem; it drives increased dwell growing scale of Twitter Amplify, the deals between
time, engagement and higher advertising and sponsorship YouTube and major rights holders such as the NFL, NBA,
revenues. NHL and LaLiga and the launch of Discover and Stories
on Snapchat, highlights that it is now possible to monteise
short-form video on the largest platforms.
WORL’S MOST POPULAR SPORTS TEAMS ON SOCIAL MEDIA
Barcelona 15.9 86.7 102.6
Real Madrid 17 84.2 101.2
Manchester United 5.97 66.2 72.17
Chelsea 6.04 43.4 49.44
Arsenal 6.28 33.4 39.68
Bayern Munich 2.32 31.9 34.22
Liverpool 4.75 26.1 30.85
Milan 2.81 24.5 27.31
LA Lakers 4.47 21.2 25.9
PSG 2.54 20.5 23.04
Manchester City 2.67 19.5 22.17
Total
Chicago bulls 2.34 17.9 20.24
Facebook
Miami Heat 3.15 16 19.5
Twitter
Galatasaray 5.7 12.5 18.2
Fenerbahce 4.02 10.43 14.45
9
The ability to target fans using paid media campaigns
on social networks is also important from a commercial
perspective. Brand sponsors can beneit from a wave of
initial distribution for the content or campaign, driven by
the scale and organic reach of the rights holder whose
videos carry their advertising message. The reach of this
content can then be ampliied through paid media buying
across each target social platform. The resulting huge
volume of engagement is good for content owners too:
it builds following and reach, activates key sponsorship
and advertising messages, engages fans through organic,
earned and paid-media and enhances the value of future
campaigns.
In sport it is not only the rights holders that have a
substantial following on social media; the athletes
themselves have large and, more importantly, highly
engaged social audiences. Sports stars are able to
accelerate viral distribution and social discovery of content
through their unparalleled reach and superior engagement.
Each time an athlete shares a piece of content on
Facebook, many thousands (or even millions) of fans
consume and re-share their posts, generating rapid spikes
in real-time engagement, multiplying reach and extending
the lifetime of content. ‘Talent-as-a-channel’ is important
for the redistribution and ampliication of content owned
by rights holders, but also as a mechanism for the athlete’s
to share their own unique content with their audience,
building the scale of their fan base and supporting sponsor
activation and brand endorsements.
Video engagement on social is higher than
any other content type (such as text or video)
therefore video content has a greater chance
of surfacing in a newsfeed or timeline.
SHARE OF NUMBER OF VIDEO POSTS 2014
Source: Grabyo Q1 2015
10Major sports stars are capable of building social fan bases
of tens of millions of consumers and social video provides
exciting new opportunities for expanding the range
and scope of sponsorship deals in this emerging digital
channel. Rights holders can guarantee millions of clip
views via their organic audience on social platforms.
The additional opportunity multiply this engagement
via talent- based distribution marks a signiicant new
commercial opportunity for talent and rights holders alike.
The inluence of stars is not only attractive to sponsors
wanting to leverage their athlete partnerships and activate
endorsement deals, but also for global brands wanting to
connect TV activity and sports sponsorship with social apps
around major live events.
Given social video is now a key consideration
for any integrated media campaign, the
profound impact that talent can have on
media discovery and distribution becomes Fan engagement :
enormously valuable to global brands. • 20x higher than broadcasters
• 3-5x higher than rights holders
Yet this is just the beginning of social video evolution – just
a handful of major rights holders are sharing content and
the social video ecosystem continues to change.
A signiicant percentage of the world’s population regularly
checks into social apps. The native formats of these can
be enhanced by the unparalleled social inluence of stars
and clubs all of which can be used to accelerate media
discovery and distribution.
Real-time social video will play a very powerful role in
building global fan bases and driving audience activation in
years to come.
Before we are able to fully leverage the value of social
media as a key channel for video distribution and
894k Views engagement, there are a number of key questions that
24k Likes need to be answered:
300 Comments
• What is the relationship between fan engagement and
revenue in this new social video ecosystem?
• What are the opportunities for club’s and leagues to
build new commercial models and revenue streams
SO WHAT ROLE COULD SOCIAL VIDEO PLAY IN using social video?
THE FUTURE FOR RIGHTS HOLDERS AND BRANDS?
• How do these emerging social video commercial
Video consumption on social platforms has grown opportunities integrate with traditional sponsorship
exponentially in the last twelve months, reaching scale deals sold by the clubs and leagues?
which compares with the reach of traditional TV.
• What are the trade ofs in income and margin for clubs
that choose to share content, and commercialise this
Thanks to the power of native video and content, via social platforms rather than traditional
social discovery on Facebook and Twitter, owned-and-operated properties?
rights holders are now generating millions of
• Are there other opportunities to build value for the
video views from individual real-time clips.
club beyond digital sponsorships and advertising?
11NEW NATIVE VIDEO DELIVERY: VASTLY INCREASED
VIDEO VIEWS AND ENGAGEMENT:
SOCIAL VIDEO CASE STUDY: ATP MEDIA (TENNISTV)
As the combined oicial live video streaming service of the
ATP World Tour and WTA - men’s and women’s respective
governing bodies for tennis - TennisTV broadcasts more
than 2,000 live matches a year across website, mobile and
tablet.
Goals:
• Create and share exciting moments from oicial tennis
coverage in real-time
• Drive social engagement through real-time video
• Promote the TennisTV brand and oicial live streaming
services
Strategy: TennisTV partnered with Grabyo in 2014 to
share the best rallies and most dazzling shots from the
courts on Facebook in real time.
How: During live tennis matches the editorial team at
TennisTV use Grabyo to instantly capture the most exciting
moments from oicial live streams as they happen and
share them in real time to their fans on Facebook. All
videos are served in the Facebook native video player with
auto-play functionality and integrated Call to Action (CTA)
to promote the TennisTV brand and drive viewers to watch
more oicial TennisTV content via web and connected
devices. In addition, Grabyo’s Facebook Video API gating.
integration enables TennisTV to take advantage of
features including content scheduling, expiration and geo- Results: The combined power of social discovery, auto-play
and the viral distribution and strong user engagement of
Facebook native video led to:
OLD NON-NATIVE VIDEO DELIVERY, LESS VIDEO
VIEWS AND ENGAGEMENT: • 95% increase in video views in less than 6 months
• 44m users reached on Facebook in irst four months
of 2015
• 90m video impressions in Q1 2015
• Page likes up 72% YoY
• The average organic reach of a native video post was
four times higher than a photo post
• Total post engagement for native video was 13x higher
than for photos
• Total engagement for native video was more than
3x higher than any other content type on TennisTV’s
Facebook posts
Moreover, the switch to using Facebook native video, rather
than a third party player, has led to a signiicant increase in
engagement and reach for TennisTV’s real-time video clips:
12REFERENCES
BBC (2015). Premier League in record £5.14bn TV rights
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