What Spotify is doing for music, DAZN is doing for sport

The broadcast industry is going through a time of continued disruption, with OTT platforms such as DAZN changing the way people watch sport. Not bound by traditional linear complexities, and available on 96% of all connected devices, it’s never been easier to keep up with the most exciting sporting fixtures and bringing fans closer to their favourite players, teams and tournaments.

Pete Parmenter, SVP Business Development at DAZN, gave a keynote at LOVE Broadcasting, an industry leading event about traditional linear TV, the exciting world of OTT and the way market leading services are creating content, maintaining their channels and inspiring the future.

“What Spotify is doing for music, DAZN is trying to do for sport. However, we can’t do that alone. DAZN has over 300 different relationships with rights holders and federations around the globe.

We cater to all sports and the beautiful thing about OTT is we’re not tethered to anything; we can give ultimate choice to everybody. If you’re a Premier League fan, an NFL fan or an F1 fan – we’ve got something for you. We don’t talk about niche sports of tiering of sports. If bass fishing is your favourite sport, then that is number one and we can cater for you.”

Pete then went on to talk statistics and exactly how DAZN is becoming a heavy hitter the world of OTT and sport streaming:

“In the last 12 months, we’ve broadcast 40,800 years’ worth of content across our platform. Of all the content that we serve, 76% of it is viewed live. We offer everything on-demand but there is still a huge demand for live sport and that’s what we’re delivering.”

“On average each week our subscribers watch 4.1 hours of content. Every month, our users are watching on average 20 events – an incredible amount showing the breadth of content available. In terms of accessing the device, the app is available on 96% of all connected devices – if it has a screen and internet connection, we’re on it. My rule is if Netflix is on it, we’re on it.”

Talking about the app itself, Pete then discussed the focus on quality and delivering a quality service first and foremost:

“Customer experience is a big focus, what we actually put in to the hands or living room of our customers is crucial to us. We’ve spent the last two years really focusing on the basics, making sure that when customers hit live, they get a live image and no buffering.”

“However, it is important to push the boundaries and make sure DAZN is bringing customers features like MultiView, personalisation, push notifications and optimisation of the sign-up process. This is a major focus for us and phase two of our development.”

“Understanding the sports fan is our number one priority. We continually talk to them and spend a lot of money and resource doing our research. We are constantly tracking our brand awareness, our event awareness and consideration in each of our markets. We have gone down the track of brand ambassadors like Cristiano Ronaldo, Canelo Alvarez and Marc Marquez to really push our message out there. These athletes have all used their presence, social channels and reach to push DAZN’s message forward.”

Finally, Pete wrapped the session up by highlighting DAZN’s key challenges and opportunities, giving insight into areas of growth for OTT platforms:

“We initially focused our efforts at the top of the funnel, but now we go down to the ultimate goal in subscription based services which is managing churn and retaining customers. Retention is a huge priority for DAZN now, it’s a lot easier to keep customers than acquire them again.”

“Live is not on-demand, live is very technically challenging. People do not watch throughout the day but watch when the game is on – tuning in a couple minutes before it begins. We’ve got to optimise our on-boarding and sign in processes to make sure we can bring as many people in as efficiently as possible.”

“There are many things we’re excited about, one of them being 5G. We believe that for anyone in the streaming business, 5G presents a great opportunity to deliver better quality video, faster. The initial signs are very good, we’re working with a number of telecommunications operators to build use cases for live video streaming across 5G networks.”