OTT: The Future of Sport Broadcasting

The sport broadcasting market is at a tipping point. Streaming services are no longer seen as a supplement for traditional viewing, but a necessary part of how fans experience sport. Our EVP Rights, Matt Drew, spoke to an audience of sport industry professionals at SportsPro Live in London this week, to discuss how these services can interact with each other to serve fans.

OTT is all about solving a problem for consumers. And the eco-system of multi-sport and sport dedicated platforms is continuing to grow, with the likes of NBA and NFL delivering compelling single sport offerings that can super-serve avid fans.

Where single sport services are often seen as complimentary to traditional broadcasters, DAZN represents the next level of sport broadcasting with the ability to create new fans. Matt explained; “We are a multi-sport broadcaster in multiple territories. We are serving multiple sports at scale on a multi-territory basis, and fundamentally that’s the difference.”

Every year DAZN streams more than 250million hours of content to nine countries across four continents, making it the world’s biggest sport broadcaster based on volume.

Matt continued: “We are changing how people interact with sport and how people view sport and we do so in a very significant way. We are demonstrating that the streaming model for a multi-sport platform is working.”

Whether a sport dedicated or multi-sport offering, content is key to the proposition. Matt went on to discuss: “The single best feature that exists for a streaming platform is the content you have on it. Is it attractive? Are people going to go there to watch it? Are they likely to pay to watch it?”

OTT continues to be the driver for disruption in sport broadcasting, and platforms such as DAZN are poised to take advantage of the white space in the market. Matt explained: “From end to end, our tech is very strong. We own most of our technology. We don’t rely overly on service provision and as a result we have the ability to scale fast and effectively anywhere.”

In Japan, DAZN has partnered with Docomo to give its mobile phone and TV customers access to DAZN’s full portfolio of great sporting content, so even more fans can enjoy the full range of domestic and international sport DAZN has to offer, including world-class football such as J.League, Bundesliga and Serie A, alongside MLB, NBA, NFL and Formula 1.

Matt continued: “The advantage we have is sheer scale. That’s what will drive the next evolution of streaming services. OTT has gone from simply being a facilitative technology to get additional content out there for a single sport, to being something which is reacting and stepping in to meet fans’ needs beyond traditional broadcasters.”

DAZN has the ability to leverage technology to serve a massive global audience and as a result, traditional broadcasters will continue to be put under pressure. Matt summarised: “This market is going to evolve and there’s a lot of white space in it. DAZN is well placed to take advantage of the structural change in the industry and reach the new generation of fans.”