I was recently asked by Mobile Marketer to provide commentary about the new partnership between the NFL & Yahoo and their attempt to deliver the first-ever live streamed NFL game this fall.
(Mobile Marketer) What does this partnership say about the importance of reaching sports fans on mobile?
The NFL understands that mobile is the first screen, especially for younger fans, and they are creating new partnerships that will extend the reach of their product and deliver entertainment across all device types.
(Mobile Marketer) What impact could this move have on the number of folks who now just watch Internet-based TV, rather than cable?
We are seeing a fundamental shift in behavior. Cord cutting over-indexes among millennials yet sports programming is still a key interest area. Having an option to experience NFL programming live in real-time as well as free is a compelling value proposition.
(Mobile Marketer) Given that until now, most streaming TV activity has focused on special events, how might it affect the future of mobile and sports broadcasts?
This is a great opportunity for the NFL and Yahoo to test and optimize future experiences to gauge the interest and consumption across device types. This can help inform the media strategy for future events and where to invest dollars that will drive the most impact.
(Mobile Marketer) If fans take to the idea of watching football on mobile both at home and abroad, what could the implications be for traditional broadcasters, whose advertising revenue has already taken a dive thanks to the rise of streaming video?
The consumer is now in control of their entertainment choices and are not as locked in to traditional broadcasts as they once were. Organizations such as the NFL that create and test new partnerships and distribution points capitalizing on where consumers are and they will have the ability to further align contextual online behaviors to further enhance and personalize the experience of gameday and have a better opportunity to create additional streams of revenue.
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