DIGITALIZATION AND GROWTH: DIRECT-TO-CONSUMER STRATEGY, FAN ENGAGEMENT AND MONETIZATION

While linear TV is still the preferred medium for sports consumption, our survey shows that French fans consume more and more sports via digital platforms. Indeed, 27% of sports fans now consume sports on streaming platforms.19% of French sports fans watch sports on social media.

This evolution offers new opportunities and perspectives for the sports industry, both in terms of fan engagement and the marketing of sports rights and assets to broadcasters and sponsors. But it also reflects a real need to adapt and implement new approaches.

The digital transformation that the industry (and wider society) is going through should indeed favor and accelerate the development of a “direct to consumer” approach from all rights holders.

How Fans Watch Sport

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The idea is to offer a complementary offer (OTT Platform) to those of traditional broadcasters when the product is not necessarily well exposed, for example 2 matches per day of Ligue 1 only. The offer may include live (in particular Ligue 2), near live, magazines or inside content, and a different approach will be adopted in each market so that French football fans around the world can have access to content adapted, original and exclusive.”

For French sports fans, linear television is still the preferred and privileged means to consume sport. However, our study suggests that today 27% of sports fans watch sports on streaming platforms, a number which increases to 39% for fans under the age of 25. The study also suggests, considerable part of sports fans, consume sports via social media platforms and highlight shows, underlining the need for rights holders to diversify the type of content they produce to reach fans.

Average Customer Budget Per Type Of Platform

DAVID LABRUNE International Media Rights DirectorLigue de Football Professionnel

Average Time Spent Consuming Sport By Channel

2.2h

The French sports fan’s average monthly budget for paid subscriptions for sports content is €34 for linear TV channels, and €27 for streaming platforms. However, that budget for streaming platforms increases to €31 for the sports fans under the age of 25.

How Fans Follow Sporting News

Linear television is the preferred means to consume sport, but the study suggests fans spend a similar amount of time consuming sports on social platforms and streaming platforms. Given the diversity and multitude of content offered on digital platforms, sport organizations must look to create content frequently – content that is the most engaging, and most adapted to their fans on the specific platform.

“

The OTT platform of the LNH, HandballTV, gives the clubs new development perspectives. It allows clubs to develop their own databases and to be more efficient in their communication efforts. It allows them to better develop their customer knowledge and relationship and to develop experiences adapted to fan’s expectations.”

PIERRE-JEAN GOLVEN

Director of Communication and MarketingLigue Nationale de Handball

IN THIS SECTION:

• The ‘fan funnel’: identify the size of a rights holder’s audience, and develop an adapted audience growth strategy

• The creation of Direct-to-Consumer platforms to monetize the fan base

• Marketing of OTT subscriptions/streaming platforms via these D2C platforms

• Case study: Courtside 1891, FIBA’s new D2C platform

• Case study: HandballTV, the growth engine of French Handball

57% of sports fans claim to follow sports-related news via TV shows. For French sports fans under the age of 25 however, social media is the number one platform for sports-news consumption.

• Testimonials: David Labrune (Director of International Media Rights, Ligue de Football Professionnel); Pierre-Jean Golven (Director of Communication and Marketing, Ligue Nationale de Handball)