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Time Is Now for Rightsholders to Embrace Digital Platforms and Develop Content for Them

By Jim Andrews Aug 4, 2015

Time Is Now for Rightsholders to Embrace Digital Platforms and Develop Content for Them

One of the underlying reasons for the creation of ESP Properties was the opportunity to assist sports, entertainment and other types of properties in taking advantage of the ways a new generation of consumers accesses and engages with media and content.

The rationale underpinning the work we are doing with clients to create strategic plans, develop new digital programming, and execute against platforms and channels is deftly summarized in WPP Chief Executive Sir Martin Sorrell’s address earlier this week to the IOC Session in Kuala Lumpur.

The IOC captured the highlights in its coverage, including a link to the video of the full address and question-and-answer session.

Although not quite snackable at 72 minutes, the address is a worthwhile meal for those seriously interested in the digital revolution and what it means for rightsholders, their audiences and their partners. If you only have time for two quick hits, I recommend viewing the recommendations put forth from 54:20 to 58:32 and from 1:05:03 to 1:05:48.

The presentation includes a number of data points relative to the growth of digital media and its consumption patterns. Here are a few more:

Online Video

  • Among U.S. adults, 46 percent of time spent with media is online, 36.6% is TV (eMarketer)
  • Among U.S. 18-34-year-olds (Millennials), 60 million are TV viewers, 67 million are digital video viewers (Nielsen)
  • Globally by 2018, online video will be the service with most residential penetration (1.9 billion users), higher than digital cable, time-delayed TV, VOD, online music, online gaming and social networking (Cisco)

Mobile Video Stats

  • Forty percent of all YouTube minutes viewed are on smartphones (Google/YouTube)
  • U.S. adults spend 50 percent more time watching digital video on mobile vs. desktop (eMarketer)
  • Global mobile video users are projected to grow from 1 billion to 2.4 billion between 2014 and 2018 (Cisco)
  • Mobile video traffic was 55 percent of all mobile data traffic at the end of 2014; projected to be 72 percent by 2019 (Cisco)
  • Video plays on tablets and smartphones together increased more than 24 percent in Q1 2015, quarter over quarter, and doubled since Q1 2014. (Ooyala)
  • Video plays on mobile devices have increased 367 percent over the past two years. (Ooyala)
  • Growth suggests more than 50 percent of all online video plays will be on mobile devices before the end of 2015. (Ooyala)

More:

international sports trends Digital Marketing

 

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Jim Andrews

About the Author

A 30-year sponsorship industry veteran, Jim is responsible for developing and sharing thought-leadership content based on ESP Properties’ groundbreaking work in the areas of sponsorship strategy, valuation, measurement, digital content, data-driven marketing and fan engagement.

In addition to identifying key trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners, Jim is the chairman of the Annual Sponsorship Conference, responsible for the program and speakers, as well as hosting and delivering the event’s opening address. He also is responsible for the company’s annual report and forecast of overall sponsorship spending, as well as its compilation of biggest spending companies and annual industry surveys.

A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world.

 

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