Sports data and intelligence provider Sportradar has released its second ‘OTT’ report: “The Future of the OTT Experience”.
The whitepaper looks at how including betting content and unique insights can boost engagement rates with today’s sporting audiences, thus increasing the time they spend on certain platforms. The research also assesses the importance of gamification, interaction and personalisation within video.
Key findings for affiliates
The paper highlights *just* how vital personalising content is. It’s mentioned that over half (56%) of sports fans would like access to more interactive content. This ranges across various forms, including exclusive interviews, chat forums and key statistics while events are ongoing.
It was also cited that 88% of marketers think that interactive content helps to them to stand out. With this in mind, we might see more brands and affiliates adopting some of the content types mentioned in the previous paragraph.
Online engagement also remains vital on social media. When it comes to sports, Twitter is still popular with sports fans. During the 2018 World Cup, for example, 672 million tweets were sent. So, when it comes to audience engagement, this platform can still be useful for affiliates and sportsbooks.
The report includes comments and analysis from various Sportradar clients. These include the top German football club Borussia Dortmund and the European Volleyball Confederation, plus others.
Felix Blank, Director of Digital Platforms at Sportradar, said: “Following the positive feedback we received around our first whitepaper – The Monetisation of OTT and Data – we’re pleased to continue sharing both our and our clients’ knowledge with rights holders and content owners.
“In a splintered and competitive media landscape, publishers need to ensure that their video strategy is as engaged and user-focused as possible. By using data to not only keep viewers engaged, but also properly monetise the overall strategy, rights holders can fully leverage their digital ecosystem.”
You can download the full report here.