Roger Franklin | TVBEurope | May 31, 2018
Sports content is big business, attracting audiences equally as large. The monetary figures associated with ads and sponsorship for premium sports content are astounding. A 30 second ad during the 2018 Super Bowl is rumoured to have cost $7.7 million, an increase of $2.7 million over last year.
Despite the popularity of sports content, many have doubted whether streaming sports content OTT could ever compete with traditional viewing. Latency has always been a major issue for OTT sports, particularly given that a 30-second delay for some providers is considered the norm, whereas for satellite broadcasters a figure below five seconds is more realistic.
Although this latency does present a challenge, it is not wholly impossible to provide sports OTT. There are a number of ways OTT providers can attract audiences, thanks in part to technological developments in OTT delivery. By making the experience more attractive to viewers and adding value beyond that of live coverage, OTT sports content could prove an attractive alternative or addition for consumers. In fact, big internet players have recognised this opportunity and are now entering the OTT sports business. Amazon, for example, recently paid $50 million to stream 10 NFL games for Prime members.