2024年1月10日
By 里克•艾伦 ViewLift首席执行官
博客

直接面向消费者的区域体育网络如何使用OTT & Android, Apple, Roku, Xbox的配套内容 & FireTV

The multi-billion-dollar regional 体育 network (RSN) crisis in the US 显示s no sign of abating as we move into 2024. 由于游戏直播版权成本的飙升而中断, 改变观看模式, 消费者继续削减有线电视服务，转而支持流媒体平台, 许多rsn正处于崩溃状态.

事实是，超过三分之一(35岁)的人.5%)的美国电视观看市场现在只通过宽带收看电视，根据尼尔森. And the number of US households with traditional pay-TV (cable and satellite) subscriptions has dropped to under half (45.6%), 内部情报人员显示.

在许多主要的体育市场, the fast-changing distribution landscape across 体育 media has resulted in hundreds of thousands – in some cases millions – of local viewers unable to watch their favorite 体育 teams play. 这导致了一些有远见的团队, 得到联盟的支持, 重新思考RSN模式，超越权宜之计.

The upshot is that dozens of 体育 organizations across the US find themselves seeking alternatives to RSNs that span broadcast and streaming, while the RSNs that are still succeeding are creating new ways to reach their changing markets more thoroughly. A critical element of the new mix is the Direct-to-Consumer (DTC) OTT services that address the vast and growing number of cord-cutters not served by the old-school cable-and-satellite-based RSN distribution.

开创新模式

We have already seen some leagues and teams adapt to the shifting foundations of regional 体育 broadcasting, 在拉斯维加斯等市场推出新的本地体育观看模式, 在哪里国家冰球联盟的拉斯维加斯金骑士队对区域市场的服务是否既广泛又深入.

随着旧协议的到期和RSN的计划关闭, the Stanley Cup champion Golden Knights’ new arrangement gave it greater control over its content; the ability to reach far more fans; and a digital approach to super-serving its super fans. 通过空中(OTA)频道和高质量的OTT (OTT)服务 KnightTime +, the Golden Knights are now able to reach both OTA and broadband-only TV viewers (over 40% of all households in Las Vegas, /尼尔森).

VGK选择了Scripps Sports的OTA渠道, ViewLift的数字平台被选为骑士时代+的主场, 一种新的流媒体服务，通过网络提供直播游戏和配套内容, iOS和Android设备, Roku, 火电视, 苹果电视, Vizio, Xbox. 用季票购买, KnightTime + carries all locally aired games for fans within the team's NHL-mandated territory, 一直延伸到内华达州, 犹他州, 爱达荷州, 蒙大拿, 怀俄明州和加州的一些县, 内布拉斯加州和亚利桑那州.

The Golden Knights' key goal was to build a state-of-the-art live streaming service in addition to its OTA availability, to give fans every possible option to interact with the team and watch hockey – reflecting the reality that cord-cutting was leaving many fans underserved. 新的OTA和OTT设置实现了可访问性和多样性.

骑士时代+流媒体服务迅速超出了所有人的预期, 尽管电视收视率增加了一倍多，但粉丝们几乎可以通过媒体接触到所有媒体. The Knights tripled their full-season sign-up targets for KnightTime + in just its first two weeks and streamed over 4.第一个月就有400万分钟——通过苹果电视观看, 火电视和Roku应用程序平均每个用户每次使用约80分钟.

用DTC吸引更多的新粉丝

The Vegas Golden Knights are not the only example of a team taking successful control of its local distribution in light of the uncertainty surrounding RSNs and unsettling team ownership groups. 先行者是不朽体育和娱乐集团, 该公司在2022年收购了该地区RSN的全部控制权(NBC体育华盛顿)。, 重新命名为不朽体育网络. The Network is home to three of its parent company’s big 体育 franchises: the NHL's Washington Capitals, nba的华盛顿奇才队, 以及WNBA的华盛顿神秘队, 以及它的发展联盟和电子竞技团队.

Recognizing the importance of establishing a top-tier streaming service to reach those without a pay-TV subscription, the Monumental Sports Network(MSN) re-launched a greatly-expanded DTC service in 2023 ahead of the NHL and NBA seasons – offering enhanced video functionality and extending its digital reach across the web, 平板电脑, 智能手机, 游戏机和大屏幕设备及服务.

MSN’s DTC service gives fans the kind of control over content that they have come to expect – even demand – today, 允许他们围绕自己喜欢的球队和球员个性化用户界面, 同时在多个设备上流式传输, 访问幕后编程, 选择进入得分提醒和球员更新, 利用实时数据和博彩分析. 其他增强的观看体验将在本季晚些时候推出，

Many of these features effectively cater to younger GenZ fans – whose 体育 viewing habits differ considerably from older audiences, as they are more likely to follow a game on the go – dipping in and out and locking in on instantaneous highlights.

被落下的风险

These organizations’ trailblazing new models provide their fans the access they want to local games and related content, 同时让团队对他们的数字足迹有更多的控制. Those examples should resonate with those teams still struggling to deal with the inevitability that more than half of NHL, NBA和MLB球队很可能在本赛季结束后失去他们的rsn, 如果之前没有.

因为他们在寻找潜在的新标准电视和流媒体模式, teams must determine for themselves what constitutes success – and what will secure their fans' future engagement. 有些已经建立了定制的OTA联盟和OTT服务. 其他公司拥有安全的rss，随着市场的不断发展，它们正在重塑自己, 包括推出新的流媒体服务. 但如果不尽快行动，许多团队就有可能做得太少、太迟.

真正的面向未来需要每个团队检查自己的游戏和相关的内容分布. Direct-to-consumer streaming reaches those fans off the pay-TV grid; provides teams for the first time with detailed data on their fans; delights those viewers with personalized and enhanced viewing experiences – and connects fans and teams at all of their touchpoints. 再一次, 商业中断将催化技术创新, 并奖励那些抓住时机的团队.

[编者注:这是来自 ViewLift. 流媒体接受供应商署名完全基于它们对我们读者的价值.]

图片来源: ViewLift

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