2020年10月20日
By 尼尔·帕蒂尔首席商务官，管
博客

社交视频是每个人观看体育运动的第一排座位

Without fans in stadiums for most of 2020, we've seen an abrupt shift in how fans watch sports. What was once a tiered separation of premium seating in venues, 上层座位, 电视观众, and social highlight viewers has been completely flattened. “付费”体验对每个人来说都是一样的.

即使你.S. arenas pushed toward more expensive box seats in recent years and TV carriage deals have escalated in price, there's been a shift moving in the opposite direction for quite some time. An increasing number of fans either can't afford to attend in-person or don't have the time to do so. To counteract this, viewers have taken to democratizing sports through social video. 从三月中旬开始, everyone else has had to adapt to a "new normal" that millions were already well-accustomed to.

The NBA's fans long ago built a digital-first video content machine that's helped fuel the league's global growth. 有些——比如《百家乐软件app最新版下载》——做得很好《百家乐软件app最新版下载》最终买下了它们. 页面, which is part of the NBA's larger social video strategy in concert with broadcast partner and House of Highlights parent company Turner Sports, racks up billions of views per year sharing basketball videos.

Since arriving in Orlando in July, players joined the deluge of content creation as well. Some players took to social video to profile their experience in "the bubble,而其他人则花时间用视频作为一种方式关注种族公正问题. 向NBATwitter的狂热粉丝靠拢, the second half of select playoff games were live-streamed on the platform. Fans also were able to get in on the in-arena action from a distance, 包括视频板互动, 生活调查, 琐事, 和一个虚拟场边体验由联盟伙伴Michelob Ultra提供.

The NBA continues to lead the way with these sorts of initiatives (owned pages have generated more Facebook video views this year than the NFL and MLB combined) But it also isn't the only sports organization to try and embrace new ways to engage with fans and use digital video as a front-row seat to the action.

尽管他的粉丝群可能比NBA的还要老, Major League Baseball has nonetheless used this time without fans to try new things as well. A 联盟最近的声明 includes a "film room" feature that lets fans create and share their own highlight reels using a variety of sorting filters.

In the past, MLB was extremely protective of its video licensing. That's understandable given the value of game inventory, but the NBA also showed how increased access bred fan engagement. It'll be months before we truly see the results for MLB. But giving fans the tools to engage in new and exciting ways allows premium experiences to be created and consumed via digital platforms. Given how many fans worldwide are never able to attend games—pandemic or not—it's a big step toward global growth. And the league doesn't even have to create the content!

Less mainstream sports are also finding ways to present "premium" or "front row" experiences using social video lately, 对一些人来说, 这使得它越来越受欢迎. 即使是国际象棋——曾经被认为是一种古板的、古老的游戏——是否使用过Twitch这样的平台 to not only connect with existing fans but also find a whole new audience. It winds up that Twitch's presentation and the pace of play actually make for exciting viewing. 所有这些都是通过社交视频实现的.

最终, we'll be back in seats watching our favorite teams in stadiums 和一个renas around the country. 然而, fans have already seen a different way to find and create premium sports experiences for themselves given our current limitations. And even when fans can attend games, the experience is still closed off to a lot of spectators.

Whichever leagues and teams are able to utilize digital platforms to monetize their product and deliver video engagement on par with in-person attendance now could wind up being the ones best situated for success in the future.

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