PROSUMMIT
THE FUTURE OF ENTERTAINMENT IS SPORT
With OTT having moved into mainstream entertainment and fewer people watching linear channels, broadcasters’ models and strategies must adapt to fit ever-changing interests. The IP Studios Future of Sports Broadcasting Summit, hosted by BroadcastPro ME, saw discussions on how to keep pace Karim Saade, Director of Marketing at Jawwy TV and Dawri Plus, Intigral, moderated the keynote session exploring the sports broadcasting climate, focusing on understanding emerging business models within the region. Danny Bates, StarzPlay co-founder and CCO; Malek Doughan, Marketing and Commercial Affairs Director at UAE Pro League; Mohamad Yehya, IP Studios Founding Director; and Peter Einstein, Extreme Sports Channel CCO, discussed the latest trends in OTT streaming, broadcasters’ business models, the progression of piracy and strategies to attract younger generations. Transitioning to offer OTT alongside linear A prominent change in the last decade has been the shift in focus from linear channels to OTT and streaming. Saade cited a Grabyo study wherein 79% of respondents were willing to watch sports exclusively on streaming platforms. He also pointed out that such an increase in uptake of digital services has the Covid-19 pandemic to thank. With that in mind, he asked: Is traditional pay-TV sports dead? This rise in OTT streaming has benefited operators and consumers because the cost structure has changed, said Bates. “You no longer need a satellite box, a satellite installation or dish cabling. The capital investment for players has changed.” Similarly, consumers benefit because they can choose different payment methods based on how much they wish to watch, whether it be a single game, a season pass or a tournament; they can also choose the frequency of payment. “This makes it much more flexible for the end consumer to access sports content without making long-
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term, expensive commitments; it’s a big benefit for them in terms of experience and pricing,” Bates added. OTT streaming has also influenced the production of sports broadcasting, mainly its technology and content elements. 5G is gradually penetrating the market, with companies looking to invest in and build on it not only for the benefit of transmission and streaming, but also to reduce operational structure of coverage. Secondly, beyond traditional viewing of sports, fans are looking for more ways to connect with athletes and get behind-the-scenes access. “The key word right now is interactivity. Fans need some interactive solutions, which streamers are offering,” said Yehya. “People are moving to OTT primarily because of the convenience and the interactivity. There is a big shift, and this shift will continue in the next couple of years.” One such offering is the continued growth of gambling. “The latest report released by the American Gambling Association shows that revenues from sports betting have increased 127% over the last year, with 60% of bettors using online and social media services.” The UAE Pro League has also capitalised on the shift to OTT after noting a global interest in its content. Upon receiving hundreds of millions of views globally, the league now creates smaller packages of content for distribution outside the UAE. The packaging of content into smaller/narrower sub-licensing rights has enabled UAE Pro League to gain traction with international licensees and extend its global reach accordingly. “These views show that there is a need for content to be distributed on streaming platforms. There’s more engagement and more utilisation. We’re looking at diversifying our
