Javier Tebas, the president of Spain’s top soccer division La Liga, is convinced that La Liga matches will be available on the likes of Netflix, Amazon Video, and HBO, and that the day when this arrives will not take long, AS USA reports (in Spanish).
A major rethinking and shifting of the concept of "traditional TV" is called for, according to Tebas. He says millennials don’t wish to be tethered to a pay-TV package but want more freedom, and this freedom is afforded by platforms like Netflix and Amazon Video. In Germany, Tebas mentions, none of La Liga’s over-the-top offerings are through a traditional TV channel.
Netflix has been consistently adamant against carrying sports in its catalog. Its most recent earnings, CEO Reed Hastings reiterated for the umpteenth time that Netflix has no plans of featuring live sports. There are a couple reasons the company is resistant to having sports on its platform:
- Exorbitant licensing costs. Back in Q3 2015, Netflix’s content chief Ted Sarandos played down the prospect on sports due to pricing issues, stating that there are a lot of irrational bidders for live sports, and Netflix doesn’t plan to become one of them.
- Netflix as brand ‘on demand.’ When queried about potentially carrying live sports, one of Netflix's common responses is to reiterate its core consumer proposition as an on demand platform. Live content is a deviation from its brand, and on demand sports wouldn’t be compelling.
Amazon on the other hand is openly moving to secure live sports programming. It reportedly held talks with representatives from professional leagues including the NBA, MLB, NFL and MLS, to discuss the creation of a live sports package on Amazon Video. If Amazon gained live sports, Netflix might be prompted to also move into this space in order to keep up with its rival.
If 2015 was the year that brands and advertisers embraced online video, then 2016 saw the medium take the next step as live streaming took off.
Live streaming video refers to broadcasts in real time to an audience over the internet. While the concept of live streaming has been around for years, mobile-first video platforms with user-generated content have just recently begun to make serious waves thanks to improved video quality, faster broadband speeds, and enhanced mobile technology.
Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumer attention. Creative live streaming video initiatives and campaigns are a way for companies to cut through the digital clutter and have emerged as the medium of choice not only for person-to-person sharing, but also for business-to-consumer (B2C) and business-to-business (B2B) communication.
Brands are increasingly using live streaming to reach audiences. Its importance has grown significantly thanks to substantial investments by social platforms such as Facebook, YouTube, Snapchat, and Twitter to build and enhance their live-streaming platforms.
And advertising dollars are likely to follow. 88% of agency respondents stated that they “might” or “definitely will” invest in live stream video advertising over the next six months, according to a recent Trusted Media Brands survey.
BI Intelligence, Business Insider's premium research service, has compiled a detailed report on live streaming video that examines the eruption of online video from the perspective of both consumers and advertisers and assesses how live streaming is emerging as the medium's next catalyst for growth.
Here are some key points from the report:
- Live streaming video will further accelerate streaming videos overall share of internet traffic. Streaming video accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco’s June 2016 Visual Networking Index report.
- Live video’s value comes from its unique ability to add an authentic human element to digital communications. As a result, brands are leveraging three main streaming methods to connect with their viewers: tutorials, product launches, and exclusive and behind-the-scene footage.
- Advertisers will continue to invest heavily in online video, especially as live streaming video gains traction. Already in the US, digital video ad revenue reached $7.8 billion in 2015, up 55% from 2014, according to figures from the Internet Advertising Bureau.
- While live streaming is still in its early stages, brands are leveraging micropayments, mid-roll video ads and direct payments from social platforms, to monetize their live streaming videos.
- The success of live streaming video hinges on brands overcoming a lack of measurement standards in the space, as well as changes in social media sites' algorithms that affect what content users see.
In full, the report:
- Examines the eruption of live streaming video.
- Explores the differences between platforms that host live streaming video.
- Breaks down successful approaches from both brands and publishers.
- Discusses unique monetization opportunities live streaming presents.
To get your copy of this invaluable guide, choose one of these options:
- Subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. » START A MEMBERSHIP
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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of live streaming video.
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