With so many sports, and so many broadcast services competing for viewer attention, the need to understand your fans, users and customers is huge. And even if you think you know them – you still need to have the capability to act on it.
Adapting your streaming service, website, app or advertising to suit the audience is an established theory, the key is empowering an editorial team to do this in real-time, and to offer the viewer an experience which tailors to their interests.
It’’s vital that OTT platform UX designers and product and marketing teams are able to effectively impact how users access and experience their content.
At Deltatre, we want to help clients interpret their customer data and then make quick, efficient changes to their service. Our experience at the forefront of providing OTT platforms for some of the biggest sports and entertainment providers in the world, tells us that decision making should not be based solely on algorithms. Neither do we believe that editorial teams should proceed blind, without the requisite and necessary information.
Identifying your ‘tribes’
While a team or sport’s supporters and advocates may unite in their enthusiasm for that team or game, the way this manifests itself can differ.
Let’s think about a major sporting governing body, such as the NFL. Naturally, there are varying levels of fandom around the world. For example, there are those fans that go to live games, watch as many games as on television or streaming services as possible, buy team merchandise, and read heaps of online content relating to the league. Then there are those that may watch some games, but not as often, dip in and out of live games and tend to watch shorter highlights. Additionally, there are those that may just tune-in for the big game at the end of the season. On top of that, you have fans in markets around the world that access highlights, social media, written content at different times.
To maximise revenue and engagement from each of these ‘tribes’, the club’s editorial and content marketing department need to adapt its offering to suit the preferences of each group. Hypothetically, if the club had a streaming service, the editorial staff could easily adjust the hero banner to a group of fans’ favourite player or push that player’s highlights from the most recent game. For those in a different time-zone, a push to a full match replay may be in order.
What does this mean for the operators and customers?
Maximising the user experience boosts loyalty, engages the user and ultimately should provide revenue for the operator. The trick is to make data-analysis work for the individual user and enhance their experience. As the so-called ‘streaming wars’ intensify, and consumers are presented with even greater choice than before, customers will gravitate towards the service which gives them what they are looking for, when they’re looking for it.
Commonly, reacting to this challenge has often produced a process which can involve several departments. Increasingly, we believe that user data analysis and understanding, editorial targeting and personalisation validation will become the three pillars that underline an operator’s offering. Perfecting all three is the key to standing out in a crowded marketplace.