The Year of Social Broadcasting

By Andy Thwaite Mar 23, 2017

The Year of Social Broadcasting

There has been a flood of deals this year between properties, broadcasters and the social networks. And not only Facebook and Twitter. Snapchat and Instagram as well as the huge Chinese players like Sina Weibo are all involved.

Just this week deals were announced for MLS, MLL, La Liga, NCAA, AFL.

One thing that has been missing, generally to date, is that although positioned as ‘social broadcasting’ they aren’t really that social, it’s simulcasts or highlights being streamed. Social broadcasting is not really that interactive yet.

Why is it important?

Two big opportunities for social are; 1) targeted advertising and 2) interactive experiences. While the former is in place the latter isn’t yet.

But, looking at the recent Facebook, MLS, Univision deal, the move to offer social experiences to fans is coming. The live-stream broadcasts will have Facebook-specific commentators, graphics, and engagement through Q&A and polling features, meaning Facebook are really acting like a broadcaster. (Source:


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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.



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