观看转变：我们如何观看体育报告

1、Forewordew things capture mass audiences like live sports. According to Nielsen, eight of the top ten most viewed single telecasts in 2019 were sports related.Pay-TV providers have depended onfans to pay in order to guarantee they will be able to watch all the action from their favourite teams,leagu

2、es, and tournaments. However, many options are now available to view sports on smartphones, laptops, or TVs via streaming services. This enables premium as well as niche sports content to escape the boundaries of broadcast media, establishing new norms for how sports content is accessed, and signals

3、 a historic shift in the global marketplace for coverage rights and the media systems through which live content is streamed.Streamings infinite distribution potential enables streaming service providers to deliver all the teams and games that every fan wants to watch. And to give them new fan exper

4、iences. Many fans are already leveraging OTT services to provide them with access to more teams and leagues.As youll see in this report, half of those surveyed said they subscribe to a live sports streaming service in order to access sports that are not available on television. Yet, only a third sai

5、d that their streaming service offers them access to all the teams they want to watch. This gap suggests that there is an unmet need that could be filled by content rights holders or distributors to offer consumers the viewing options they want.The great news is that sports fans are willing to pay f

6、or access. Nearly a third of respondents said they would pay for access to more of their favourite teams and leagues from around the world if the option was offered. These avid sports fans are also most likelyto pay an extra fee to access premium live sports and would be most likely to consider subs

7、cribing to a premium OTT live sports service to meet theirneeds. Clearly, there is ample opportunity to convert sports fans into paying consumers of new live sports streaming consumer products.At Verizon Media, weve always expected that live sports would become a pillar of streaming services, but th

8、e uptake has been breathtaking. In December of 2019 alone, we delivered more than 1.3 billion unique live sessions for various sporting events in the US. On one of the busiest game days, we delivered 197 million unique user sessions in a 24-hour viewing period each with personalised monetisation opp

9、ortunities through server-side ad insertion (SSAI). Year-over-year, we are experiencing an average growth of 35% in concurrent peak viewers across all major leagues.While the big games pull in the biggest audiences, you dont have to be a major broadcaster with a big budget to stream live sports. Med

10、ia companies of all sizes are seizing the limitless potential of streaming to create new global fan bases from viewers with similar passions and interests. Our live events team regularly manages over 80 different categories of sport. Weare seeing viewers flocking to a diverse collection of events, i

11、ncluding wrestling, track and field, badminton, lacrosse, and many more.As consumers shift to digital platforms, there is an opportunity for programmers to evolve their offerings to meet viewer needs so they can win and retain live sports viewers on their platforms. This report features many of the

12、trends driving this opportunity to rethink, recreate, and personalise the viewing experience.For more information on the Verizon Media Platform and our live event streaming capabilities, visit https:/ /media-platform.FMary Kay Evans VP Marketing Verizon MediaEditorial DirectorJames EmmettDesignerChe

13、rry FermorHead of MarketingMilly PrestonSponsorship DirectorSimon ThomlinsonContents3.ForewordIntroductionSports streaming services could offer more12.Repackage live sports to capture new fans18.Change the advertising experience24.Optimise for the big screen30.Evolve with the second screenViewing Sh

14、iftsLeveraging OTT to capture live sports viewers3Viewing ShiftsSports streamingservices could offermore1Half of respondentssubscribe to a live sportsstreaming service in order toget access to sports that are notavailable on television yet onlyaround a third say that theirstreaming service offers th

15、emaccess to all the teams they wantto watch.to capture new fansThe majority of fans prefer2to buy a league or all-teamsport pass. But looking closer atlow sports consumers, a groupthat may represent an untappedmarket for paid streamingpurchases and subscriptions, athird expressed preference to buyin

16、dividual games.Change the advertisingexperienceMore than 4 out of everystreaming services to offer different and less interruptive ad experiences, with avid sports fans prepared to receive more integrated commercial messaging.Repackage live sports4Optimise for the bigscreenNegative consumerexperienc

17、es around livesports streaming have tended to be driven by three principleproblem areas: buffering, latency, and picture quality. And while time lag behind the live event is certainly important to viewers, picture quality is considered the most important aspect of a live streaming service.35 consume

18、rs expect5Evolve with the secondscreen90% of all sports viewersare now using a secondscreen while they engage with live sports.Introduction5IntroductionIt is a time of flux in the media industry. Content distribution models are shifting to meet changingconsumer habits, and new technology and new mon

19、etisation models are funneling the channels ofchange in new and different directions.Live sports broadcasts have held out as the last bastion of appointment-to-view programming,but new research has revealed that how we watch sport and how we expect to watch sport is changing too. A comprehensive stu

20、dy, commissioned by Verizon Media and undertaken by Sapio Research using a representative sample of over 5,000 people across the US, UK, France, Germany, and the Netherlands, has revealed a number of key insights into viewer expectations of sports streaming services; expectations over value, content

21、 make-up, quality and more.The report presents those findings and gives some sports media industry context and commentary, pulling information and examples from across the industry.InsightsSports streaming services could offer moreSports streaming services could offer moreHalf of respondents subscri

22、be to a live sports streaming service in order to get access to sports that are not available on television yet only around a third say that their streaming service offers them access to all the teams they want to watch.What are the primary reasons you subscribe to a live sports streaming service?To

23、 get access to sports that are not available on televisionJust 18% 55+40% high consumers vs 25% low consumersTo get live sports on a mobiledeviceIt is less expensive than pay TVTo get 4K Utra High DefinitionOther39%37%32%1%51% 62% 55+What streaming service do you use primarily to access live sports?

24、A platform (i.e. Amazon Prime, Twitter, Yahoo Sports, YouTube)A sports-only streaming service provider (i.e. DAZN, ESPN+)TV everywhere app (usually inculded with a pay TVsubscription)A streaming service provider that includes live sports channels (i.e. Sling, DirecTV Now, Fubo)A subscription to a le

25、ague service (i.e. NFL RedZone)A subscription to a team service18%17%10%8%Other 2%28% 37% of low consumers18% 27% of GermanyTo what extent does the streaming service(s) you subscribe to offer access to all the teams you want to watch?37%47%13%3%Not at allHigh consumer* Mid consumerLow consumer54%33%

26、26%46% USATo a great extentTo some extentTo a slight extent*High consumers are defined as watching sports content 11+ hours per week, mid consumers 5-10 hours, low consumers 1-5 hoursLEADERSReportSports streaming services could offer moreViewing Shifts89LEADERSReportThe College Football Championship

27、 is the only occasion on the sporting calendar that ESPN clears all its various channels and platforms for coverage of just one event.Case studyWhile the survey results suggest that no one streaming offering is generating total consumer satisfaction, more choice is clearly what sports streamers want

28、. And, as far as viewing experiences go, choice is what the most sophisticated, best resourced sports broadcasts now aim to offer.Nowhere is that more evident that in ESPNs MegaCast productions.For six straight years the sports broadcast giant has been MegaCasting the annual College Football Nationa

29、l Championship. Its the only occasion in the sporting calendar that ESPN clears all its various channels and platforms for coverage of just one event. The latest edition, which took place this January between LSU and Clemson, was a case in point. ESPN produced 15 distinct presentations of the game.T

30、he national telecast on the main ESPN channel was complemented by Field Pass on ESPN2, described as a free-flowing commentary presentation, and Coaches Film Room on ESPNU, a presentationthat saw college coaches providing predicitions and punditry throughout. The ACC and SEC Networks were running a p

31、resentation with the commentaryteams from the respective LSU and Clemson radio beats, while ESPN Classic broadcast an unadulterated stadium audio feed. Digital options, via the ESPN app, included Refcast, which featured commentary from a former referee, while stats-focused DataCenter and a Spanish l

32、anguage telecast were also made available.The choices extended beyond a variety of audio options. ESPNEWS was showing the multi-angle Command Center, which showed four different vantage points at any one time, while a staggering 100-camera, 100-microphone production set-up inside the Mercedes-Benz S

33、uperdome made for a multifarious range of visual options. The ESPN App, for example, was streaming All-22, a consistent birds eye shot of the field keeping all 22 players in shot at all times, and Techcast, which allowed viewers tokeep up to 12 different camera angles on screen at any one time.Sport

34、s streaming services could offer moreViewing Shifts1011Repackage live sports to capture new fansRepackage live sports to capture new fansThe majority of fans prefer to buy a league or all-team sport pass. But looking closer at low sports consumers, a group that may represent an untapped market for p

35、aid streaming purchases and subscriptions, a third expressed preference to buy individual games.LEADERSReportRepackage live sports to capture new fansViewing shiftsDo you pay an extra fee for access to premium live sports programming through your pay TV (cable or satellite) or streaming service prov

36、ider?Yes53%No47%Which of the following types of subscriptions would you prefer?Buy a sports/league pass (and get accessto all games in that sportor league)Buy a team pass (and get access to all games played by the team)Buy individual games56%23%21%DAZN Executive Chairman John Skipper at the Leaders

37、Sport Business Summit.Would you consider subscribing to a premium live sports streaming service if it offered more coverage of a sports team / league that interests you?DefinitelyProbablyMaybeProbably notDefinitely not8%21%29%38% 18-39 years vs 29%40-54 and 14% 55+20%17%34%46%39%20%High Sports Consu

38、merMid Sports ConsumerLow Sports ConsumerHow many optional packages do you subscribe to in a typical year?37%39%16%8%High sports consumers*Mid sports consumersLow sports consumers1.971.762.1118-24 25-39 40-54 55+14152.082.04 1.9 1.661234+Number of packages*High consumers are defined as watching spor

39、ts content 11+ hours per week, mid consumers 5-10 hours, low consumers 1-5 hours31% of low sportsconsumersLEADERSReportRepackage live sports to capture new fansViewing shiftsCommentaryThe survey results suggest an opportunity to winnew subscribers if they give fans more of what they want. More peopl

40、e would be willing to spend on supplementary sports streaming services than currently do, so long as those streaming services were offering more of what they wanted. A simple case of give the people what they want and collect the money theyd be happy to pay for it? Its easier said than done. The nat

41、ure of broadcast rights cycles and market competition mean that, even ifa streaming operator had identified a reachableaudience and the precise type of live sports content by which to superserve them, that operator would have to wait until the rights for that content became available in the market o

42、r markets it wanted to use it in, and to take on any number of different competitors for those rights; competitors who might evaluate those rights differently.In terms of evaluating what might move the needle for subscribers, though, streaming operators do have the advantage of better data, if not n

43、ecessarily deeper pockets, over their competitors. Speaking atthe Leaders Sport Business Summit in October, DAZN Executive Chairman John Skipper pointed to thepure-play sports streaming companys strong position in Germany as a case in point. “Weve been there for three years,” he said. “We have a bas

44、e of subscribers; we know what sports they like and when they like to watch them and we have their credit card details. Its a huge advantage over the next business that comes in and wants to launch over the top. Its a highly defensible business.”As businesses like Eurosport pivot towards direct-to-

45、consumer relationships, jettisoning a profitable oldmodel of an aggregated collection of sports rights, distributed on one platform across multiple territories, in favour of streaming products aimed at generating deeper engagement with fans of a handful of sports notably golf and cycling Skipper see

46、ms equally as sure-footed with his own strategy. “We think an aggregated service that is localized for the market its in and has good price value is going to win,” he said. “We dont think single sports services arewhats going to win. I dont think over time services managed by the league itself are g

47、oing to win either.I think its going to be multi-sport aggregation. You dont do this with niche sports either. I hear third and fourth tier sports saying OTT is going to be great for them because they have passionate fans; at ESPN we broadcast every sport that ever existed. We did salsa dancing one

48、time. We put them on the air for free and nobody watched. If people wont watch for free, theyre not going to pay 5.99 a month. Its scale.You might get 13,000 people but you will not get scale with niche sports; you get scale with first-tier rights.”According to Rachel Knight, who, as Commercial Dire

49、ctor for BT Sport, is responsible for sports rights acquisitions at the British pay-TV broadcaster, the evaluation process that any potential rights deal is put through is rigorous and focused squarely on what will drive consumer purchase decisions.“If its a brand new set of rights we would look at

50、how many subscribers we think we could gainfrom acquiring that set of rights,” Knight says. “We mainly look at TV audience data for that, and then the interests within that sport and what our customer base say they think about that sport, and whether its a must-have pay-TV product. We have a survey

51、thatasks which of the following are the most important sports for you to see in your pay-TV product. I actually always take that with a pinch of salt. We dont rely on that. We look at the audience data in terms of what we would call heavy viewers: how many people will tune in consistently throughout

52、 that sports season, and then we do a sensitivity analysis around how many of those viewers we would class as heavy viewers, and then a percentage of those that we think will shift to or add BTSport. We actually see a lot less switching of broadband behaviour now in the market, so its more about whe

53、ther people would add BT Sport. And then we take a percentage of how many people we think would add our broadband or mobile products and that helps usto round out the case because its not just revenues coming into our TV business, its much broader for us.“And if its a rights renewal, well flip the p

54、rocess on its head, so its how many customers do we think we would lose if we were to stop making those rights available. In both scenarios, but especially acquisition,theres always the question of why havent they joined us already? Is this the tipping point? And arguably for some of those smaller s

55、ports, that rationale gets harder and harder to make because they havent joined us for Premier League, they havent joined us for Champions League, they havent joined us for two rugby properties will this be the third rugby property that tips them over the edge?”Theres always the question of why have

56、nt they joined us already? Is this the tipping point? And arguably for some of those smaller sports, that rationale gets harder and harder to make.-Rachel KnightBT Sport1617Change the advertising experienceChange the advertising experienceMore than 4 out of every 5 consumers expect streaming service

57、s to offer different and less interruptive ad experiences, with avid sports fans prepared to receive more integrated commercial messaging.What features are most important in the way you consume live sports today?25%23%22%3%42%68% 37% men vs 42% women39% want ad skippingGame highlights (i.e. NFLRedZo

58、ne)DVR (AdSkipping & Time Shifting)NotificationsSocial media interaction and gameplay reactionsGame libraries on demandOtherLEADERSReportChange the advertising experienceViewing shiftsWhich of the following ways do you expect it to differ?Fewer ad breaks54%29%27%23%22%1%Personalised or targeted ads

59、oroffersOn-screen ads such as bannersClickable adsIn program advertising (by announcers)OtherDo you expect a streaming service to offer a different ad experience than what is delivered on traditional TV? Select oneDefinitely202129%33%24%ProbablyMaybeCommentaryWhile its unlikely that many live sports

60、 viewers would declare that they enjoy advertising breaks - aside, perhaps, from the annual advertising jamboree thatis the Super Bowl, where the commercial breaks have become part of the fun - it is clear that expectations of sports streaming services are different to those of traditional linear br