Netflix And YouTube Should Tap Into News And Sport Broadcasting: Research Expert

Netflix And YouTube Should Tap Into News And Sport Broadcasting: Research Expert
SHARE
THIS



It comes as no surprise that 80 per cent of Aussies over 14 watch sport on the tele, but as free-to-air networks and Foxtel spend billions to shore up sports broadcasting television rights, can (and should) Netflix and YouTube join the field?

Roy Morgan Research general manager of media Tim Martin thinks both Netflix and YouTube’s models are at risk of losing subscribers once they’ve powered through their binge-watching sessions, and other avenues like sport and current affairs are the key to further success.

“The SVOD on-demand distribution model clearly caters to binge-watching and casual browsing. But perhaps the risk is that subscribers can power through available content they want and then be left with no reason to continue,” he said.

Roy Morgan stats show Netflix subscribers are 25 per cent more likely than the average Australian to watch Super Rugby, and also more likely to watch FIFA World Cup soccer (+18 per cent) English Premier League soccer (+16 per cent) AFL pre-season games (+15 per cent) and the Winter Olympics (+10 per cent).

However, Netflix subscribers are, compared with the norm, also more keen on some niche sports that come with fewer than a million potential TV viewers overall (and so perhaps present obtainable broadcasting rights), including Ice hockey, with over 76 per cent of users more likely to watch, Triathlons, Surfing, Australian NBL basketball, and Iron Man contests.

Visitors to YouTube have an above-average interest in soccer, being around 20 per cent more likely than average to watch the English Premier League, FIFA World Cup or A-League.

And as with among Netflix subscribers, some niche sports also have an increased fan-base among YouTube’s audience, including Basketball, Baseball, Snow sports, Ice hockey and Surfing.

“Generally, Netflix subscribers and YouTube viewers are less interested than other Australians in golf, swimming, horse and greyhound racing, motor racing, athletics, and cricket. But other sports do appeal to their current audiences, and could well be a drawcard,” Martin said.

“In a fragmenting media landscape, niche content, including sport, can find a place with distributors who don’t need to reach mass audiences across limited channels at certain times of day.

“For YouTube, 10,000 unique Australian viewers of 1000 videos is a bigger combined audience than for the Olympics. For Netflix, it’s about offering content so each unique subscriber can find $10 a month worth of entertainment.

“Aside from sport, one other type of content that Netflix in particular could consider delivering is some form of news. Our on-going research over the first six months since Netflix launched shows that its subscribers are around a third more likely than average to be interested in watching international news and current affairs on subscription or pay TV.

“Whether through a once-a-week upload of a topical news and current affairs show (such as HBO’s Last Week Tonight with John Oliver), or broadcast rights to seasons of sports, such content could keep audiences signed up month in, month out.”

 

Latest News

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne
  • Campaigns

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne

Myer has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign. A Naughty or Nice bauble apparently lets you and your family know whether you’re on Santa’s naughty or nice list. Using a little […]

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner
  • Technology

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner

Data-driven marketing agency, Columbus, A Merkle Company has appointed Rich Conway as Group Client Partner in NSW. Conway will lead a large-scale team and head up Columbus’ integrated solutions across Virgin Australia and a number of key Australian brands. With more than seven years of industry experience, Conway joins Columbus from Reprise Digital where he […]

The Brand Agency Brings Science To Behaviour Change
  • Media

The Brand Agency Brings Science To Behaviour Change

The Brand Agency has welcomed behavioural psychologist Dr Mark Hurlstone to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia’s Behavioural Economics Laboratory in the School of Psychological Science. Dr Hurlstone’s appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will […]

Buyer journey flat isometric vector. A man to make a purchase is moving by the specified route with following steps - awareness, consideration, reviews, choice, purchase.
  • Advertising

Study: Australian Consumers Say Marketers Are Doing Customer Experience Wrong

Despite increasing investment from brands in marketing technology, nearly half of Australian consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX). On top of this, even fewer remember the last time a brand exceeded expectations, according to results of a global survey commissioned by Acquia. Today’s consumers have more […]

Busiest robot in the office with a heavy workload on all of his six hands.
  • Partner Content
  • Technology

Seven Tips To Stop Robots From Taking Your Job

The Fourth Industrial Revolution is upon us, and it has many people freaking out about their career future. Jobs are increasingly being automated via technology such as artificial intelligence (AI), the Internet of Things and cloud computing. In fact, recent research by McKinsey suggests about 60 per cent of occupations could see at least a […]

Partner Content

by Hays

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program
  • Advertising

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program

In a bid to encourage more indigenous people into the advertising and media industries, Pluto Media has teamed up with The Communications Council of Australia to form a brand new AWARD School Indigenous Scholarships program. This includes acceptance into the AWARD School Application workshop and then, if selected, entry into the AWARD School course itself. Pluto Media’s […]

by B&T Magazine

B&T Magazine
News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]