Best Strategies for Streaming Development: Insights from Media Executives

Crafting a strong streaming strategy is an ongoing challenge for media companies, and that’s exactly what a group of senior media execs discussed at a recent SBJ Media Innovators event in New York. Charlie Neiman, Head of Sports Partnerships at Prime Video, highlighted the importance of property partners having a wide reach. Partnerships with big names like the Masters, NFL, NBA, and WNBA have helped Prime Video reach its massive audience of 200 million global members and 315 million monthly ad-supported viewers. This scale not only drives awareness but also increases viewership.

During the panel discussion, the term “fragmentation” came up frequently. Tony Billetter, Fox DTC SVP of Strategy & Business Development, pointed out that while direct-to-consumer services offer viewers more options and flexibility, they’ve created a new challenge in giving fans access to all their favorite content in one place. ESPN SVP of DTC, John Lasker, emphasized the importance of making ESPN content available across various platforms, including social media like TikTok and Snapchat, to reach a younger audience.

To address the issue of fragmentation, both Fox and ESPN have introduced bundling deals like Fox One with ESPN’s app. These types of collaborations aim to simplify access for viewers and create a more seamless streaming experience. Walker Jacobs, CRO of DAZN Group and President of DAZN USA, highlighted the challenges of balancing local and global rights in different markets. While DAZN has a strong presence in Western Europe, Japan, and Canada, the goal is to become a go-to destination for sports fans globally by offering a diverse range of content.

In conclusion, creating a successful streaming strategy involves navigating the complexities of fragmentation, building partnerships with key properties, and leveraging global reach to attract viewers. The industry continues to evolve, and media companies are constantly adapting to meet the changing demands of sports fans worldwide.