Top 10 Digital Trends of 2017 [2]The Value of Sports Broadcasting Rights
Carat's TOP 10 TRENDS
Continuing from last time, we introduce major trends for 2017 from Dentsu Inc. Aegis Network Carat's "TOP 10 TRENDS."
The Value of Sports Broadcasting Rights
As global technology and media companies show increasing interest in popular content, the competition to secure sports broadcasting rights is intensifying.
New live video technology has made it easy to stream sports online. Companies like Twitter are acquiring sports broadcasting rights to leverage content on their platforms.
NBCUniversal partnered with Snapchat and BuzzFeed to expand viewership for the Rio Olympics and Paralympics, allowing both companies to freely edit related content and distribute it on their platforms. Although the broadcasts weren't live, they attracted a massive audience.
Digital channels are also adding a social layer to sports viewing, allowing viewers to watch sports and simultaneously post comments or chat within the same platform.
Twitter has a contract with the NFL to live stream Thursday night games. Tweets about the game appear alongside the broadcast. Each game attracts over 2 million viewers.
The Euro 2016 England vs. Wales soccer match streamed on BBC Online achieved the broadcaster's highest-ever live streaming viewership of 23 million, despite airing during UK working hours.
Apple and Wimbledon developed the official app for the Wimbledon 2016 final for Apple TV, iPhone, and tablets. While not a live stream, viewers could access tournament content including photos, videos, and scores.
By reducing production and transmission costs, it becomes possible to broadcast more events. Even when domestic audiences alone cannot make it profitable, reaching a global audience opens the possibility of turning a profit.
Simultaneously, sports like cricket and the NFL are striving to become more global by appealing to a broader audience.
eSports (competitive video gaming) broadcast rights also hold value. Twitch live streams game tournaments and drone races!
Netflix and Amazon may also aim to enter sports broadcasting and pursue streaming rights.
Leveraging for Marketing
Brands already partnering with major sports programs need to be prepared to leverage those partnerships across all new channels.
Digital channels offer tremendous business opportunities while being less heavily regulated. Brands can engage and leverage them in more diverse ways.
If it suits their brand audience, this is also an opportunity to participate in sports that may not currently enjoy widespread global popularity. Exciting sports can rapidly gain a global audience. Rugby Sevens is a prime example. The meteoric rise of the UFC in the US is another excellent illustration of how quickly a sport can globalize.
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Carat's TOP 10 TRENDS
Carat, part of Dentsu Inc. Aegis Network, annually releases its "TOP 10 TRENDS." From the perspective of one of the world's largest media agencies, it examines emerging technologies and phenomena to determine whether they are poised to significantly impact advertisers. Carat was ranked number one among global media networks in the latest edition of RECMA's "Network Diagnostics" report. Original report: <br/><a href="https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018"target="_blank">https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018</a>