Betting is likely to emerge as an important or even fundamental component in the success of many OTT sports platforms, according to the opening panel of the iSportconnect Broadcast Masterclass in London today, April 4.
The primary rationale for OTT for many rights owners is being able to engage more deeply with fans, providing a deeper experience than linear or digital.
As a form of engagement, the betting element could be the key to driving revenues, and may prove an acceptable way to monetize content for consumers because it is authentically contextual.
Other key views expressed during the session Going Global: The New Competition for Rights at FieldFisher in London were:
– OTT can be a “strategic hedge” for sports properties who see that their rights are possibly undervalued in some territories.
– If OTT means bidding for rights, with the likes of DAZN or Amazon competing against traditional broadcasters, it can drive revenue growth for rights owners. However, if OTT becomes the dominant platform, it could lead to lower revenues initially.
– When dealing with traditional broadcasters, it’s important to look at being able to get into other areas of the broadcast schedule, reaching beyond sports to engage the casual audience.
– OTT platforms like any other offering require promotion and that can be costly.
– Storytelling is as important for OTT as it is for linear TV and good storytelling is not easy.
The panel included:
– Matt Chrisp, Senior Director Analytics, beIn Group
– Olivier Dufour, CEO France and President of Video & OTT, Motorsport Network
– Yath Gangakumaran, Director, Corporate Strategy and Business Development, Formula 1
– Patrick Mostböck, Commercial Director OTT, Sportradar
– Jan Olsson, Head of Sports Rights at Swedish public broadcaster SVT
The moderator was Dave Lipp, founder of Metcalfe Ventures.