What makes NBA’s OTT so demanded by the consumers is its ability to provide amazing content opportunities. Not only can you cut highlights from the game (that reach a bigger audience), but you also have a chance to share very emotional stories of the teams and players.
Video is the most engaging type of content because it makes us use more senses than any other medium. In the past, it was difficult to create high-quality video content, but recently it changed. The number of experts is proliferating as the demand for them is increasing.
The combination of personalised content (going off-the-pitch, showing lifestyle) with the offer to watch the most critical parts of the game wherever you are, makes NBA’s OTT a very useful tool in engaging Gen Z.
And those who are now children of the payers will soon be in charge of the majority of financial resources in the world.
THIRD HINT: Video is the most engaging type of content. Use OTT to bring personalised experiences to your fan base.
“SOCIAL JUSTICE” ENGAGES GEN Z
NBA players are also actively involved in the social actions and events that aim to promote values they believe in. Gen Z is carefully observing and strongly appreciating it. Currently, the young tend to follow those people that offer them the whole spectrum of the lifestyle. It means “trending clothing style” but also (maybe even predominantly) social sensitivity.
Gen Z engagement becomes higher when the representatives of the league (the players) are not afraid of sharing their genuine opinions on the look of the world. The more it refers to their real-life experiences, the better the reception.
Finding the right balance between allowing players to express their opinions and keeping the brand identity of the league as professional and politically indifferent as possible may constitute a key for the future Gen Z engagement development.
We could recently notice it when NBA basketballers supported the “Black Lives Matter” protests. Developing universal values that clubs and leagues can publicly support is becoming essential. It was deeply analysed in the Deloitte’s report on the 2021 outlook for the US sports industry.
FOURTH HINT: Set universal values that your brand will always follow. Being indifferent repels Gen Z.
RECORD NUMBERS, FUTURE PAYERS
NBA is one of the few leagues in the U.S. that manages to have a higher interest in their league among Gen Z than among all adults. 47% of the people born after 1996 declared to be NBA “avid” or “casual” fans. At the same time, only 45% of adults (overall) stated the same.
Apart from the NBA, only Esports managed to receive a bigger difference in percentage numbers. In terms of Esports, it was 35% [Gen Z] to 19% [all adults], which indicates where the future might be.
That also shows the innovative approach of the NBA. They already created a dedicated Esports league focused only on the virtual competition. Fans can compete there both individually and in teams. The “engagement numbers” went record high during the pandemic.