Over-the-top (OTT) viewing is one of the truly disrupting and innovative trends in content distribution amongst leading global sports organisations.
When properly implemented, this channel may help build entirely new relationships with your fans (also in previously unreachable markets!), propel your commercial growth and brand recognition. To reap these benefits, OTT uses simply an Internet connection through which you provide your fans with highly attractive, ideally exclusive videos (and other TV derivatives!), which might allow you to build your brand at a level previously unattainable.
To OTT or not to OTT… that is the question!
In order to help you decide consciously, we have to make sure that you understand the importance of implementing this solution on the strategic level. Once we do it, you’ll immediately know if OTT sports streaming is a perfect fit for you now (or maybe it needs to wait a bit).
IMPLEMENTING OTT – A STRATEGIC VIEW
Some people think of OTT delivery as a technological change. We consider such an approach to be a huge mistake.
To be fully efficient, implementing OTT must be equal to the change of the sports club’s mentality. It’s a step towards transforming your organisation into a media house. You need to deeply rethink your value proposition, target group and value distribution to correctly choose the path to take.
The revolution that will make you become a broadcasting centre means enormous opportunities, but also a tremendous responsibility. You need to make sure that you have a thoroughly thought out idea on how to build your content so that it stays unique and appealing to your regular fans and potential new supporters over the time.
Don’t think of OTT as a technological change. Treat it as a marketing transformation! Look at your community (survey if possible) and evaluate if they’d be interested in your club as a content medium. Consider what connects your local society apart from supporting the same club. Prepare a realistic plan for “OTT Media House” development.
The multiplicity of interactions you are able to create with your fans is a good factor verifying whether OTT should be introduced in your sports organisation. If you know you can make people involved, don’t hesitate. Invest in OTT.
COMMON MISTAKES IN OTT TRANSFORMATION
We point out the most common mistakes that sports clubs tend to make when implementing OTT services. Avoid them to make your OTT transformation as efficient as possible.
#1 Narrow content
Sports, sports, sports… go beyond that!
If you plan to invest in OTT, you need to know that sports might be the main topic around which your video marketing will flow, but certainly can’t be the only one. Your club needs to be ready to think outside the box and go beyond the typical content. Otherwise, there would be no difference between you and other information media.
Be a pioneer and show your community that you have the power to combine the highest quality of what your recipients have already gotten used to and completely new, innovative ideas.
#2 Lack of patience to people
You need to have a sufficient number of skilled HR to cover the creativity, “substance” and time sacrifice that OTT delivery requires. As we previously mentioned, the implementation of OTT is often equal to a revolution in the company mentality and modes of action.
It might bring incredible long-term effects. However, prior to OTT introduction, the question that should be raised by you is: “Do I have enough resources to apply all the changes right now or should I wait for a bit?”
Another critical issue is the role of giving space and time for your current journalists to grow to the new challenges that they’ll undoubtedly have. Remember that for years they had been used to a different type of work. Let them develop by helping them in getting out of their comfort zone. Explain to them the reasons for the changes and your expectations. Give them additional support at the beginning of the new marketing era (if they need it)!
#3 “Let’s make the USA in Europe!”
The USA is an excellent place to observe what impact OTT might have on your sports club in terms of fan engagement, brand building and community enlarging. Simply saying – extremely positive!
Nevertheless, never forget that the difference in the attitude towards sports between the USA and Europe is vast and direct copying of solutions can be counterproductive. When it comes to Europe, what we appreciate the most is the final result of the game. While in the USA, people tend to treat soccer more like entertainment rather than competition for life and death.