How LaLiga’s OTT Platform Is Building A New Global Following
January 7, 2020
In the next ten years, more than 50% of audiovisual revenue will arrive through over-the-top (OTT) streaming services. That’s the opinion of Jose Carlos Franco, Managing Director of LaLiga’s business intelligence and analytics department.
With such a dramatic shift in the broadcast landscape, rights holders will have to become experts in this new technology, which is why LaLiga became the first major football competition to develop its own OTT service, LaLigaSportsTV.
But doing so does not just represent a new platform to show live sport. As Franco explained, the world of OTT offers an enormous opportunity for data analysis, helping competitions to understand their fans better and build new followings across the world.
“We ask two questions in our department. Who are our fans and how do they behave?” Franco said. “With our OTT platform, we are perfectly positioned to develop better knowledge of our users and how they consume sport, which can then be used to grow our audience.”
LaLigaSportsTV is a multi-channel platform that was created to provide coverage of less-mainstream Spanish sports, rather than broadcast LaLiga matches. In its first year, the service has streamed 1,145 live events and provided on-demand coverage from 35 different sports across smartphones, tablets, PC and Smart TV environments. In this time, it has accumulated 410,000 registered users.
To Franco, each of these users provides a unique data footprint that can help LaLiga to improve its offering. “We have designed dashboards that show the location of every user, how many times they use the app per week, which sports they follow, how long they watch and which device they use,” he explained, adding that all information is strictly anonymised.
“By sharing this insight with our marketing teams, we can then send notifications or recommendations for a specific match, TV service or event. This has been very effective.”
Read the full story here: https://newsletter.laliga.es/global-futbol/laliga-ott-platform-building-a-new-global-following/rrss
