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3 Ways Sports OTTs Can Drive Engagement with Out-of-Playback Data

Sports streaming is moving online, there’s no denying it. With announcements this year of B/R Live, LaLigaTV and GolfTV to name just a few, it is clear that the way in which users consume sporting content has evolved to become more dynamic and on-demand.

At the start of this year, it was announced that highlight videos on Youtube had grown by 80% throughout 2017. This piece of information told us something very important, consumers are interested in shorter videos. All sports-related content, including ‘How To” videos and funny sporting montages also saw large increases.

The same study also found that 30% of these people were streaming live sports content on their mobile device. This information is no doubt largely responsible for the flurry of new OTT services aimed at consumers of live sports.

With so many companies looking to enter the same space, there are going to be some platforms that succeed and some that fail. NPAW believes that the way to assure success in this very exciting but volatile space is data both in and out of playback.

Understanding user behaviour regarding platform performance is certainly crucial, however, the way to facilitate maximum engagement and leverage the most loyalty from unpredictable consumers is by approaching the customer experience with a holistic strategy.

Here are three ways Sports OTTs can drive engagement with data outside of video playback.

Videos that lead to ticket sales

If you’re running a service directly linked to live matches you will be looking to promote engagement in hopes of bringing your viewers closer to the games, with the ultimate goal of maximizing revenue through ticket purchases.

With services like YOUBORA ANALYTICS, you’ll be able to track any event within your platform. With this, you can see the relationship between viewers consuming content and ending up with a filled basket and checking out.

One option would be to see the relationship between users watching highlight reels and buying tickets and comparing this with users who watch live games and buy tickets to see which funnel is most likely to result in revenue and focus your efforts here. You could even take into consideration users spending more than a certain amount to calculate which approach is going to give you the best results and most engaged users.

Track user journeys to drive traffic

If you’re looking to channel your traffic into a certain type of video or even a specific page within your platform, data outside of video playback is going to give you full visibility of where your users are coming from and what the ‘ideal’ journey looks like.

Decide which checkpoints you want your users to hit and see where you’re seeing user drop-offs to further understand what aspects of your platform may be confusing or resulting in lost views.

For example, let’s say you are running an AVOD OTT platform that shows live soccer matches and then has both the full game and highlights available on-demand afterwards. If you want to investigate how many users log in, search for the latest Manchester United game, watch the highlight reel and then click on the full game, you’ll be able to see how many users hit each step and how many drop off. With this information, you will know where the faults lie. If you’re seeing a large number of users dropping off when searching for the latest match, you know there is an issue with your content discovery strategy. The possibilities are endless with this approach and can result in a large increase in ad impressions.

Monitor user participation

In the case of B/R Live, Turner Spots announced with it’s launch that they would be taking “algorithmic measures of a game’s excitement level” along with user preference data to curate personalized feeds for users and put the content that matters to them on their home screen.

Although they have not announced more details since this point, the possibility of this is very real by tracking how your users engage with your content. You can track which users consume content and then go on to share it on social media or even comment on the video itself. With this you can create your own excitement data to understand what your users want and why.

If you’re looking to know more about the effect full session monitoring can have on your service, head to our website to learn more about how YOUBORA Suite can transform your platform to drive engagement, optimize the user journey and stop users from churning.

Research & Editorial Team on October 26th 2018

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