fbpx

How German company Onefootball is succeeding in the OTT streaming landscape

Following the growth of on-demand content and ever-increasing consumer choices, broadcasters are now becoming unable to dictate what will be shown to their audiences and at what times.

In today’s world, through viewing habits and data from user accounts, it is actually the opposite.

It is now up to those broadcasters to analyse this data and provide an attractive package at the right price to bring in the consumer.

Founded in 2008, Onefootball is one of Europe’s leaders in regards to investing in and recognising this trend.

This includes strategic decisions the company has made securing deals with Sky Deutschland and Eleven Sports. This allows them to show matches from multiple leagues around the world, through a pay-per-view, live streaming partnership.

Live matches can be streamed through their official app, including games from the 2. Bundesliga and the DFB-Pokal. Onefootball gives their growing young audience an attractive yet simple proposition: the opportunity to choose the games they want to watch.

Their model also allows consumers to sign up to a shorter and more convenient payment plan, instead of a costly long-term subscription.

“It’s our response to the ever-changing media landscape characterised by rights fragmentation and expensive subscription models,” said Onefootball CEO, Lucas von Cranach after the announcement of his company’s partnership with Sky Deutschland and Eleven Sports.

Von Cranach added: “Modern football fans want to consume live content in a more flexible, easily accessible way. They want to consume it when they want, where they want and how they want – and all of this at a reasonable price.”

Onefootball may have taken inspiration from NBA’s juggernaut streaming service League Pass, which also allows fans to pick and choose content that suits them. This promotes growth in engagement for the sport as a whole, whilst strengthening direct-to-fan relationships.

Despite this, different sports and services will not thrive if they are all identical. To have a successful OTT streaming service, differing needs have to be addressed.

These needs will likely change over time as Von Cranach explains.

“The industry needs to adapt to the evolving consumer behaviour. It’s about understanding and anticipating the highly sophisticated needs of younger generations – that’s the key” (as posted in FC Business).

Onefootball is driven by Sportradar OTT. Sportradar is a company founded in Norway, that collects and analyses sports data. Therefore, Onefootball can access these insights from the data collected and ensure an improved experience for users through gamifications aspects and overlays.

For example, statistical overlays can be implemented to highlight information that will complement footage of a match. Gamifications such as polls and quizzes will look to keep viewers engaged to the platform for a longer duration.

The rights holder is also informed about how to showcase their digital ecosystem in the best financially rewarding way.

When you combine all these factors and other insights which are taken from user data, you have the ingredients for a successful OTT service.

With regards to these OTT services, the ability to tweak your output and monetisation methods, based on viewer habits, is already a proven game changer.

Whilst linear broadcasts do still have a place in media consumption in the modern world, it lacks the insights and clarity you get through OTT.

Whether focusing on how content has fared or finding the best way to monetise it, OTT services provide rights holders with much needed guidance in their video strategy.

This is a win for the content producers who see what consumers want and how they should make it profitable. The user also benefits, as their viewing is influencing the content they are seeing.

Onefootball look like they are set to reap the rewards of listening to the market as they continue to head in the direction of effectively using audience data.

Their fan-focused strategy highlights why they are viewed as one of the most advanced players in the industry, with their affiliation with Sportradar OTT providing the foundations for this continued growth.

Barcelona the most popular online club in China from Red Card report findings

Barcelona has overtaken fellow La Liga powerhouse Real Madrid to become China’s most popular soccer club online, based off Mailman’s 2020 Red Card report.

In Mailman’s 2020 rankings, it shows that Barcelona have risen significantly from fifth to first place since last year, mainly due off the back of their impressive growth on Chinese social media.

The club’s followers on Chinese social media platform Weibo went up from eight million to 16.3 million, a massive 104 per cent jump. In turn Barcelona improved on it’s engagement through Weibo, trending up 45 per cent from their 2018 efforts.

The club also gained huge exposure on short form video platform Douyin, with Lionel Messi’s penalty pass to Luis Suarez ranking as the fourth most watched video last year, accumulating 64 million views and 2.3 million engagements.

“[The award is] a testament to the effort, teamwork and innovation of all of those involved with FC Barcelona in China,” said Barcelona Board Member Didac Lee.

“Our challenge is to create content for China that is bespoke to the ever-evolving digital landscape, culture and habits of this market and we’re proud to be recognised for outstanding fan growth and engagement.”

In English Premier League standings, Chelsea are the most popular club from England and sit third in Mailman’s rankings overall.

There are two more Premier League outfits in the top five, with Manchester City and Manchester United in fourth and joint fifth alongside Juventus respectively.

City went up from ninth place in 2019 to leapfrog rivals United this year, while Liverpool are seventh, dropping down a single place.

The Premier League itself is the most popular competition with China’s digital community, ahead of the LaLiga which overtook the Bundesliga to claim second place. The German top-tier sits third, recording its lowest ever ranking.

“To receive this Red Card award for the second year running is a great honour and testament to the Premier League and our clubs’ loyal fanbase in China,” said Premier League Chief Executive Richard Masters.

“We witnessed their passionate support during last year’s successful Premier League Asia Trophy in Nanjing and Shanghai, something that has been reflected by the growing popularity of our digital coverage in the country.”

Cristiano Ronaldo is the most popular player with China’s digital soccer fans according to Mailman, ahead of Neymar and Lionel Messi respectively.

It’s the second consecutive year that Ronaldo has topped the poll, being one of the few players to see increased engagement and followers on Weibo despite a decrease in soccer-related user activity on the platform. Neymar found himself the most followed player on rival platform Douyin.

“I am very pleased with this award. I know that I have a huge part of fans in China and it means a lot to be on top of the table for the second year in a row,” said Ronaldo.

Chinese fans have contributed many commercial opportunities for European soccer clubs, with an estimated AUD$98.9 million of digital sponsorship revenue still on the table, according to Mailman.

Football Queensland’s CEO Robert Cavallucci to reform Junior Development on the Sunshine Coast

Football Queensland today released a statement on the current state of junior development on the Sunshine Coast.

In their statement, FQ say that they have discussed potential pathways for women and girls to play soccer on the Sunshine Coast. Talks were held with NPL club Sunshine Coast Wanderers.

The statement in full can be found below, per footballqueensland.com.au:

Football Queensland (FQ) Chief Executive Officer Robert Cavallucci met with club officials from Sunshine Coast Wanderers on Monday to discuss future pathways for women and girls on the Sunshine Coast.

Following a review of junior development opportunities across the state, discussions were held around how FQ can support the club moving forward to strengthen pathways for women and girls in the region, including the National Premier Leagues Women’s (NPLW) Queensland.

Related Articles:

Football Queensland announce reformed junior NPL competition

Football Queensland welcomes new SWQ Technical Development Manager

Over the next few weeks, FQ will work collaboratively with Football Queensland Sunshine Coast Zone and Sunshine Coast Wanderers as the NPLW licence holders to grow opportunities for women and girls.

FQ will not be making any changes to the current NPLW licence holders on the Sunshine Coast.

Further details around the support package will be announced in the coming weeks.

*ENDS*

The Sunshine Coast Wanderers are the leaders in their geographical area for promoting the women’s game and making it as readily available as possible.

The club has women’s sides in under 13’s, under 15’s, under 17’s and seniors.

However, Football Queensland have clearly seen the women’s game and the junior side of that, in particular to be an area in need of addressing.

This is a great show of initiative from Robert Cavallucci and FQ. The women’s game is arguably as important as any area of soccer in Australia at this point in time. They have clearly noticed the need to maximise coverage of the sport in the state and we here at Soccerscene tip our hats off to them.

In recent weeks, some of our best exports have been making all the headlines.

Sam Kerr, who recently signed for English club Chelsea FC, scored her very first goal in the Barclays FA Women’s Super League (the female equivalent of the Premier League) in the Blues’ 4-1 win over Arsenal.

The win itself came as a real surprise as Arsenal, for all their struggles in the men’s league, are the reigning champions and currently sit second on the table in the Barclays FAWSL.

They are only behind Manchester City on goal difference.

It’s great to see Sammy hitting the scoreboard in England and let’s hope that this is merely the beginning for the Matildas star.

Fellow Australian Hayley Raso also made waves by joining Everton’s women’s side from Brisbane Roar.

Raso, who is from the Gold Coast originally, had stints at Brisbane, Canberra United in the W-League and the Washington Spirit and Portland Thorns in the National Women’s Soccer League (the female equivalent of the MLS).

Raso has been riddled with injuries in recent times and after moving from the United States, then to Australia and now to England, let’s hope she can make a splash like that of Sam Kerr.

Australian soccer legend Tim Cahill, who made his name at Everton as well as Millwall, made the announcement via Everton’s Twitter page. The video can be found below.

2021 AFCON switches to winter due to heat

The Confederation of African Football (CAF) has made the decision to move the 2021 Africa Cup of Nations (AFCON) to the months of January and February, going against its plan to have the tournament during summer.

The AFCON has formerly seen winter months at its traditional time slot and is due to take place from January 9th to February 6th 2021. .

The African governing body, currently being presided over by FIFA General Secretary Fatma Samoura, cited extreme heat as the reason why they they made the decision to move the competition, however it also now prevents a clash with FIFA’s expanded Club World Cup in June 2021.

CAF’s announcement follows discussions with the Cameroon Football Federation (FECAFOOT), the host nation’s governing soccer body.

CAF Deputy General Secretary Anthony Baffoe confirmed the association’s decision.

“We have reviewed the period of the competition as requested by the Cameroonian party due to unfavourable climatic conditions during the period initially slated,” he said.

“After listening to the various arguments and viewpoints, and in particular from the Cameroonian meteorological authorities, the coaches and players; the representatives of the Afcon organising committee, which received the mandate from CAF Executive Committee to take the decision, has granted this request.”

English Premier League clubs are most likely to be affected with this news – the heavy scheduling around January time could mean that teams may miss key personnel for up to six games.

Some of the African stars that will depart across EPL sides:

  • Liverpool – Sadio Mane (Senegal), Mohamed Salah (Egypt) & Naby Keita (Guinea)
  • Manchester City – Riyad Mahrez (Algeria)
  • Arsenal – Pierre-Emerick Aubameyang (Gabon) & Nicolas Pepe (Ivory Coast)
  • Manchester United – Eric Bailly (Ivory Coast)
  • Leicester City – Wilfred Ndidi (Nigeria)
  • Crystal Palace – Wilfried Zaha (Ivory Coast) & Jordan Ayew (Ghana)
  • Everton – Alex Iwobi (Nigeria)

The biennial African national team tournament was meant to be hosted by Cameroon in 2019 but was reassigned to Egypt because of building delays, which lead to the Ivory Coast now hosting the tournament in the summer of 2023.

Despite having more construction time last year, Cameroon will need to get everything right six months earlier.

The 2019 tournament was won by Algeria through a 1-0 victory over Senegal in the final.

© 2019 Soccerscene Industry News. All Rights reserved.

Most Popular Topics

Editor Picks