Why Sport Needs More Content Than Just The Games
We’re becoming more and more obsessed with video, and when it comes to sport we want more than just the game. Media owners need to be aware of this, argues Mark Stanton, general manager ANZ of video company Brightcove. Here’s what they need to know.
We’ve probably all been there before. Strolling into work half asleep after a long night watching the final match of the English Premier League or the covenant Super Bowl game. But what other option do we have? Australia’s unfriendly time zone means we’re often forced to stay up late to catch our favourite international sporting matches live because after all, there is no other way to watch a penalty shoot-out than as it happens, right?
But we’re no longer content with just watching the game live. We want more content: Interviews with the sports stars, behind the scenes videos of the team’s training session. It’s not just about the actual game itself, but what happens before and after as well that matters.
Take, for example, the recent Australian Open Tennis Champions 2016. Tennis Australia, the governing body, published behind-the-scenes content on its website and dedicated mobile app during the tournament and saw a whopping seven million video views during the two-week Open, a dramatic increase from previous years.
We can expect this hunger for additional content to continue to grow, especially in the lead-up to the 2016 Olympics, where sports takes over everyone’s life (or at least our TV sets and news outlets) for a few weeks.
Viewing habits have already changed immensely in the past decade. First, we saw the rise of mobile devices and social media, which brought with it the phenomenon of ‘second screening’. Broadcasters were now battling even harder for audiences’ full attention as one in three online Australians multi-tasked while watching TV according to research conducted earlier this year by Brightcove.
Then came over-the-top services. The entry of Netflix and Stan in the market meant broadcasters were no longer in control of what Australians watched on TV. There was now an unparalleled amount of choice for consumers, and broadcasters were feeling the pinch.
So to fight back, we saw free-to-air broadcasters launch their own on-demand services. In addition to the usual TV programs, broadcasters used the promise of extra content as a key drawcard to get additional viewers across, in a bid to remain competitive.
Now, it’s almost an expectation that there will be more content, especially in the sporting world. Australians are obsessed with every facet of sport. We want to know every single detail of a player, from their training regime to what they ate for lunch. And in today’s digital age, it’s as easy as using Google to find it. That’s why it’s so important that broadcasters include extra content to remain competitive.
Look at the upcoming 2016 Olympics.
The Australian Olympic Committee’s website has become home to hundreds of behind-the-scenes training sessions and interviews with Olympics hopefuls. To address demand for extra content, it will this year produce more than 400 videos in the lead up to, during, and after the Olympics, and plans to send a dedicated video team to Rio. The AOC expects viewership to increase by more than 30 percent compared to the 2012 Games.
Our seemingly unlimited access to video content is changing the way we view content. We want more content, available anywhere, anytime, on any device.
There’s no doubt that we are a binge-watching culture and this trend will only continue as our demand for content continues to grow. Last year, mobile data traffic grew 74 per cent, with mobile video traffic accounting for 55 per cent, according to Cisco research. By 2020, however, this will increase 11-fold, with a predicted 75 per cent of the world’s mobile data traffic coming from video by 2020.
Broadcasters and content companies know this, and it’s why they are pushing hard to get more content. But only time will tell if it’s enough to satisfy our demand.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.