Why Sport Needs More Content Than Just The Games

Why Sport Needs More Content Than Just The Games
SHARE
THIS



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?

brightcove mark stanton video

Mark Stanton

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.

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM
  • Advertising
  • Marketing
  • Media

Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, according to a new study, which suggests some concerns around brand safety may be misunderstood. The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious […]

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional
  • Media

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional

Nova has announced that its Kate, Tim & Marty drive show will expand its reach beyond the metropolitan market to be syndicated across 48 regional stations from today. Kate Ritchie, Tim Blackwell and Marty Sheargold, who won the Best On-Air Team (Metro FM) trophy for the second year running at the 2017 Australian Commercial Radio […]

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]